Wash U Grads Newest Loop Business Owners

Two Washington University graduates are the newest business owners in The Loop.

Seth Feldman and Lucas Olivieri, both 22-year-old, opened their streetwear clothing store SWEDLIFE on Friday. The SWED part stands for "Swagger Every Day." The store is located at 6378 Delmar Blvd.

The store will sell exclusive hats, t-shirts, belts, socks and skateboard hard goods.

"We kind of hope to be a street culture center...bringing together skateboard kids and hip-hop artists," Feldman said. 

Feldman said customers will be able to buy merchandise that isn't widely sold in St. Louis.

"There is a definitely a little of a premium price for the fact that you're not going to see that stuff on everyone," Feldman said.

The guys hope to build their own brand in the next couple of years and sell that.

Feldman and Olivieri both graduated from Washington University in May.

"Lucas and I got to know each other at the business school in Wash U. We were the two kids that dressed the same," Feldman said. "We were always the sneakerheads."

Feldman said during their senior year, the pair started putting together a business plan, and "making connections with our favorite brands from around the country."

Friday's opening was a soft opening, as the guys "try to get used to the flow of things," Olivieri said.