F E R A, as in Indigo Fera, the plant responsible for ~blue~ jeans, was established in March of 2020 in the last days before the lockdown of the COVID-19 Pandemic. What was imagined in one form by founder Jason Dowell instantly became a product of the chaotic world it began in, and its destiny was writhed out of control. Its enduring success is a testament to the passion of its founder & the incredible team he has assembled to run it.

Now, with the better part of a decade in operation, F E R A has become the pinnacle denim boutique in the city, and a quiet hub of culture that serves as a connection for Columbus to global culture, & vice versa. Proving that good fashion isn't exclusive to any geographic zone, but can be made, found, and enjoyed anywhere, anytime.

But my story with F E R A doesn't begin with a product, or a visit, or a recommendation--it begins with Kevin van Order.

I met Kevin one year after I started Flaming House, so 2023. Immediately he felt like my "retail uncle." He is fiery, coarse on the edges, but his heart is enormous, and from our first interaction his demeanor gave off a sense of respect for & eagerness to take someone like me, impassioned and knowledge-hungry, under his wing.

Kevin introduced me to an entirely new world of fashion I had yet to be privy too. I had been personally engrossed in vintage my whole life, and I was trained on the philosophies of the "Great" Fashion Houses of Europe yada, yada, yada--but Kevin showed me what real good shit looked, felt, and behaved like. It didn't have a recognizable brand name, because if its large scale it can't be the best quality. It didn't have a singular source, but a shared history and system of values. He taught me that "fashion" is for the vain, but Style is for the motherfucking Doers. Taste is something secondary to an interesting life, not what makes a life interesting.

Kevin thought he was just being a good sales manager, but my two years in his tutelage taught me innumerable lessons about life. This man has never met a stranger, & if you've ever been into "good" fashion in this city, it's likely you've interacted with him once or twice in your time.

Life happens, Kevin left his position at our company for the opportunity to join F E R A, and I made my way to Eclectiques to learn a new lesson. Fast forward two years later, and fate (influenced by my big mouth) landed me back in Kevy's orbit.

With his support, I was brought into the fold and introduced to the world of F E R A. I was struck with the abilities of each and every member. How adept & passionate they were about their craft, how the veterans were as open to learning as those in the beginnings of their careers. I was so pleasantly surprised that a place where everyone is genuinely excited to win together could possibly exist. This is mirrored back in the clientele, who live impassioned, interesting, liberated lives. It's like a bug trap for actually cool people I can't convey to you with more seriousness the hottest club in Columbus is F E R A.

To live well you have to work hard, this is the understanding I was raised on, it's what I put forth in my work, and it's the exact reason F E R A is so good, and so successful.

My mission with this brand is to scream out to the world that the best things in life require thought, the shared knowledge and wisdom of others, the beauty of creativity, and many individuals' dedication to skill and craft.