Business Profile: Sole Lab Engineers Cool

The aptly named is minimalism in practice, with big ideas and a bright future. The merchandise is simple with two walls holding only three shelves of shoes and a wall of shirts. The walls themselves are bursting with graphic designs, and the welcoming couch in the middle is surrounded by magazines full of clothing and fashion ideas.

The owner, Justin Valley, sat in the corner, welcoming customers in with a bright smile. 

"We're really knowledgeable here about fashion ... which makes us an awesome place to hang out and shop," said Valley. "The atmosphere here is really sociable."

Sole Lab opened to the public on July 4.

Since then, "We have had a lot of people stopping in," Valley said. "I have been surprised." 

The lure to Valley's shop isn't surprising—the big open windows, bright colors and ironic juxtaposition to an antique shop, easily lure customers into his laboratory to test out their fashion knowledge and upgrade their wardrobe. 

Sole Lab's clothing runs from $25 and up and the sneakers start around $45.

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