A Modest Debut in Forest Park

Today, the West Side. Tomorrow, the world.

If that sounds a little ambitious for a skate shop called "Modest," then you don't know Matt Ward.

Ward, 33, a graduate of , is the owner of the new Modest Inc. skate shop in Forest Park. An accomplished BMX bicycle pro, Ward took over the former First Gear skate shop in Cicero, then established Modest in Berwyn.

Now, along with business partners Jon Reith and Danny Murillo, Ward has taken over the space at 7416 W. Madison St., the former Boulevard Fine Arts gallery.

“Our slogan is 'Skate. Art. Life',” Ward said. “As kids that grew up in the 80s and 90s when skateboarding wasn’t mainstream, it’s really changed a lot. We want to have a larger demographic, women, kids, mens.”

The partners secured the space "pretty much immediately” after it became available this summer, Ward said. "This spot is gorgeous."

After a few months of renovation, which mostly included a bright new paint job and the addition of some shelving and racks (they’ve kept the gallery’s sliding library ladder system to hang and display skateboards) the store debuted with a soft opening in early December.

Here’s the modest part: They’re a full service skate shop, already selling some of the top brands in boards, trucks, wheels, helmets and clothing, including items from Character, Element, Baker and Chocolate.

"Only brands we stand behind," according to the store's Facebook page.

Here’s the ambitious part: They’re aiming to take the Modest brand global — or at least bring into skate stores across America.

“Our mission is to do what we can to keep kids skating. But, without trying to sound greedy, we’re trying to build our own brand,” said Reith, also an OPRF grad.

It’s started with Jesus Arellanas' design of some Chicago-centric Modest gear — stylish T-shirts and board designs, mostly. But the trio says they're planning to paste the Modest brand on many more clothing items soon. Think beanies, lighters, pillows, even shoes.

You'll find plenty of art on the store's walls, too, a nod to that corner of skate culture that shares space with the art world. That's Murillo's department.

The 29-year-old Cicero native has been active in the graffiti and graphic arts scene for about a decade. He said he's built relationships with the Chicago artists who've supplied the store with their work, and the connection between the artists and the store is "getting better and better. It's an awesome feeling."

On the store's shelves, you’ll also find some skate culture DVDs, decals and dozens of bottles of Ironlak graffiti spraypaint. Sketch pads and markers will soon be stocked, they said.

Reith said the trio plans to host art nights for kids, and they’re hatching plans to work with , a resource agency for the developmentally disabled.

Big plans? Sure. But the trio said they have a solid customer base, a strong business plan and new digs in which to make it happen. In other words, they've got momentum.

"Kind of like picking up steam," Ward said.

But don't take it from them. They're being modest.

Modest Inc. is located at 7416 W. Madison St. in Forest Park; They'll be open 11 a.m. - 9 p.m. Monday through Friday, 10 a.m. - 9 p.m. on Saturdays and 10 a.m. - 6 p.m. on Sundays. Call (708) 771-6600 or e-mail info@iammodest.com for more.