Starting a retail business can feel overwhelming, especially when you’re working with limited resources. 

For the two brothers behind Kone Ranger, resourcefulness sparked their success. 

What began as a creative experiment during the pandemic has evolved into a bold, sustainable fashion brand renowned for its upcycled clothing. 

Their retail entrepreneurship journey is packed with real lessons that can help you launch smarter, grow faster, and avoid common mistakes when starting your own store. 

Follow along to learn seven tips that they wish they had known from the start.

1. Start Small and Start Now

Kone Ranger didn’t start with investors, a retail background, or a polished business plan. It began with two brothers, Kone and Kevin, a few thrifted garments, and a vision to reimagine vintage clothing into one-of-a-kind pieces. 

They started by making jackets for friends and family, experimenting with designs using thrifted materials and garments that others had discarded.

Their earliest “store” was an empty room in their dad’s office, where they hosted pop-ups and learned firsthand what resonated with their audience. Since they didn’t have industry experience, they taught themselves through trial and error, relying on instinct, feedback, and passion to shape their brand. 

If you’re thinking about starting a retail business, don’t wait for perfect conditions. Start small, test your ideas, and use feedback to see growth.

2. Let Local Roots Shape Your Brand

Their name, Kone Ranger, blends a personal nickname with childhood nostalgia. Inspired by the Lone Ranger and old VHS tapes, Kone was a name only a few high school friends used for one of the brothers until it became the signature behind their brand.

Want to harness your own story? Here’s how local and personal inspiration can become powerful branding:

• Use a nickname, hometown reference, or nostalgic symbol as the foundation for your brand.
• Showcase personal roots in your designs, decor, or product names.
• Lean into the story only you can tell. People connect with authenticity!

When building a lasting brand, don’t overlook your memories. Personal moments can become the best part of your business.

3. Embrace the Power of Storytelling

Each piece Kone Ranger sells is unique, and so is the story behind it. With jackets patched with retro Americana and thrifted pieces being brought back to life, their customers get something no one else has. 

“There’s always a story behind every jacket. Every one of them’s a one-off,” says co-founders Kone and Kevin.

When designing your product line, consider what makes your items unique. Are you using rare materials or a special process that reflects your values? Highlight those details. Storytelling builds connection, and connection builds loyalty.

4. Test the Waters with Pop-Ups and Events

Before committing to a full storefront, the Kone Ranger team tested their brand in smaller settings. They set up booths at local events, markets, and pop-ups, learning what worked and refining their product offerings as they went along.

Try this approach before opening your store:

• Attend local maker fairs or art walks. You’ll get valuable insight, build brand awareness, and connect directly with potential customers before committing to a full retail space.
• Sell at seasonal pop-ups or farmers markets. Temporary spaces are great for experimenting with pricing, packaging, and product variety. 
• Use Instagram or TikTok to preview new product lines. Post images or short videos of upcoming items and pay attention to which ones generate the most engagement, questions, or pre-orders. 

If you’re not sure how your products will perform, these events (and platforms) give you fast, real-world feedback without the high overhead.

5. Make Your Space Feel Like You

When it came time to open their brick-and-mortar, Kone and Kevin wanted a space that felt like an extension of their creative process. After working out of their apartments and hosting pop-up yard sales, the leap to a physical location felt huge. 

The space they found was unfinished, just studs and open walls, but they saw possibility. They built it out themselves, turning it into a studio-meets-store that feels lived-in and authentic, with couches, denim scraps, and a TV looping Lone Ranger episodes in the background. The store became a place where their process, art, and identity came alive.

If you’re opening a retail space, think outside of the box. Instead of just focusing on function, ensure it incorporates fun elements that reflect your brand’s personality and story. Make it more than functional. A space like that invites people to stay, connect, and recommend it to their friends.

6. Share the Workload and Know Your Strengths

Kevin and Kone are no strangers to the amount of work it takes to run a business. They learned early on the best ways to split tasks appropriately so they could manage things more easily. Kevin focused more on the business side, while Kone led the creative. Over time, their roles became a true collaboration. 

Every morning starts with a task list, breaking down what needs to get done that day and that week. Some days, they divide and conquer. On other days, they work side by side on everything from sewing to photography to in-store styling. It’s not always perfect, but their shared focus and trust keep things moving.

If you’re starting a retail venture with a partner or team, take time to clarify roles. Lean into your strengths and outsource or delegate where needed to see success.

7. Build a Brand with a Mission

Kone Ranger’s mission is all about making fashion more sustainable. Nearly everything they make is from scraps, with denim being reworked into new pieces to vintage garments given new life through embroidery, patchwork, and intentional design. Their shop doubles as a studio and community space, proudly reflecting Chicago’s culture and uplifting queer communities.

Here’s how to create purpose-driven retail:

• Select materials or methods that align with your values, such as upcycling or sourcing from local suppliers.
• Tell your audience what you stand for, then build your business around it.
• Support causes or events that reflect your mission.

If you’re passionate about something, let your brand be the vehicle for that message.  People want to buy from brands that reflect their own beliefs. When you show up with purpose, your brand will begin to build a loyal customer base.

Conclusion

The brothers behind Kone Ranger didn’t wait for permission to start. They got creative, stayed scrappy, and built something amazing. 

Their journey is proof that retail entrepreneurship isn’t reserved for the big players. It’s something anyone can pursue with the right combination of passion, drive, and community support.

If you’re thinking about launching a retail venture, take a page from Kone Ranger and lead with authenticity, learn as you go, and let your brand tell a story worth following.

We Are Retail focuses on highlighting Illinois’ diverse array of retailers. If you loved learning about Kone Ranger’s story and know a retailer who deserves recognition, Nominate A Retailer!