Boulder is home to a dozen microbrewing facilities, one of the oldest craft brewers in the country and the industry's trade association.

It seems only fitting that it should also host what's being touted as the world's first beer-apparel store.

"Boulder ... it is known throughout the industry that it's the Napa Valley of beer," said Jay Kriner, founder of the Central City-based Beer Clothing Company LLC.

Beer Clothing Co. on Friday plans to open a store at 1203 13th St., in the University Hill retail district. The shop will feature apparel, gear and accessories from a number of craft breweries from around the United States.

The impetus for the store is for craft brewers -- typically smaller entities that sell their logoed items in their tap rooms and online -- to have another outlet for their brand and their name, Kriner said.

"They really want to get out there, but they just don't know how to do it quite yet," he said.

Beer Clothing Co. evolved from Kriner and his colleagues' travels within the beer circuit, when they attended beer festivals to exhibit Kriner's invention: The Beer Buckle. The product is belt with a spring-loaded buckle that folds out to serve as a drink stand. When opened, the buckle also releases a metal ring to hold the bottle or can.

The Beer Buckle quickly warped into a new company after a number of breweries looking for an outlet for their own gear started contacting Kriner and crew.

Avery Brewing Co. was attracted because Beer Clothing was taking an interesting approach to draw attention to the craft-brewing industry, said Ted Whitney, sales director for the Boulder-based brewer.

The store could help give Avery and other brewers' brands a lift, he said, adding that about 5 percent of beer-drinkers consume craft beer. The other 95 percent, he said, go to the "macros."

"We'd like to say there's no reason to fight over the crumbs when the entire pie's still on the table," he said.

In addition to Avery, Beer Clothing will carry items from breweries such as Stone Brewing Co., Rogue Brewing, Oskar Blues and New Belgium, Kriner said, adding that he's expecting to bring on a number of other breweries in a short period of time.

Kriner is targeting Friday for a soft opening of the store. Currently, remodeling work is under way in the 1203 13th St. space formerly occupied by clothier Lola.

Beer Clothing is just one of the new faces on the Hill clothing retail scene.

The next-door Stellar Clothing Co. changed hands Nov. 1 when the 16-year-old shop was bought by Nissa Fuzy, who recently opened the Free Bird Vintage consignment shop at the southern tip of the Hill business district.

Fuzy sold Free Bird to a new owner that renamed the shop Bleu Star.

Source: Colorado Daiy.com, November 23, 2009