Lake Elkhart in Wisconsin (home to the Elkhart race tracks) has a population of about 1,019, but in the summer months it can attract close to 10,000 people at a time. “I call it the Hamptons of Minnesota and Milwaukee,” says Jason Fischer who grew up on the lake and owns LTD, a small apparel shop open just for the season between Memorial and Labor Day weekends. During the rest of the year Fischer lives and works in LA for Cntrl Group, (a sales showroom, PR, brand development, influencer/celeb product placement and event production company).
Fischer says he’s had the idea to open the store for a long time. Whenever he’d visit the lake friends and acquaintances would ask him to bring stuff back from LA. He saw that the town could use an injection of some fun and fashion, so when he saw a “for rent” sign in a store window he decided to give it a shot. “I have a lot of friends who rep brands and showrooms back in LA so I filled the store with overstock and samples. It’s a win for everyone because they’re getting rid of older merchandise or stuff that didn’t sell and customers are getting a deal because I price everything between wholesale and retail.” The shop stocks apparel brands like Burton, Volcom, RVCA, Vans, Supreme Being, Tsovet watches and Brixton hats. Best sellers are “easy things” like board shorts (about $45 retail), short sleeved wovens, T-shirts (about $20 retail) and accessories like baseball caps from RVCA, sunglasses and hats.
“People come back every summer. Next year I want to expand by adding a skate shop. (They sold longboards this season.) I have so many ideas for this town. LTD isn’t just a store, but a place for friends to meet up and hang out.” The 1,000 sq. ft. store is furnished with old vintage pieces to give it some charm. There’s a dart board in the garage and a ping pong table for friends to stop by and hang out on those lazy summer days on lake.