EXTOL EXPRESS

IF YOU LOVE IT , WEAR IT

BY JEN MCNELLY

FASHION CAN SOMETIMES FEEL prescriptive and intimidating . Fortunately , Dan Hardesty , owner at Eureka !, has made it his mission to create a shopping experience that transcends mere transactions . Eureka ! has become a cornerstone of the fashion scene in New Albany , offering a curated selection of garments and a personalized shopping experience helping folks who are seeking to define or refine their personal style .

“ My motto here has always been the same ,” said Dan , “ I don ’ t want to tell you what you should wear or how you should look . I want you to tell me what you want to look like .”

Dan didn ’ t always work in the fashion industry , but he ’ s always had a taste for timeless classics , something that he carries with him today at Eureka !. “ I had always been a fan of Polo by Ralph Lauren ,” he said . “ But I was still just a t-shirt and shorts guy and I never really liked the way I looked . When I started doing all of this , I realized that I could buy an item of clothing from someone who was wanting to get rid of it and eventually get what could have been an $ 800 outfit for 30 bucks . That ’ s what we want to promote here . Look good and feel good . We don ’ t want you to have to spend a ton of money to get there .”

One of the hallmarks of Eureka ! is its meticulously curated collection of clothing and accessories . Dan and his team scour the fashion landscape to pick pieces and items of clothing that embody quality ,

12 EXTOL | APRIL 2024