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Redefining Fashion In a Personalized Way
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, timelessness, and contemporary flair. From suits and sophisticated outerwear to casual essentials and statement accessories, every item in the store is thoughtfully selected to cater to a diverse range of tastes and preferences.
Dan wants individuals to feel unique in their style, purposely not ordering a bunch of any particular item. “ I had a guy who pretty much summed up the experience here when he told me that he loves the fact that he can go to Churchill Downs or wherever, and not see 15 other men wearing the same jacket.”
Eureka!, however, doesn’t just tailor the shopping experience to men. Around the corner or the shop and downstairs at Underground Station, you’ll find The Archive. “We’re all about curated collections for cool-ass people,” said Megan Shofner, manager at The Archive. “We sell vintage apparel and accessories, but also handmade pieces by local artists.”
Unlike impersonal shopping experiences often found in larger retail chains, both Dan and Megan take the time to understand the individual preferences, lifestyle, and preferences of each client. Teams at both shops serve as trusted style advisors, guiding customers through their shopping experience with expert insights and genuine enthusiasm.
“I want people to realize that you really can wear whatever you want,” said Megan. “No one cares! You can mix styles and really go with anything. It doesn’t matter what time of the year it is.”
When it came to tips for spring fashion, Dan had advice for anyone and every season. “Buy one outfit that puts you a little outside your comfort zone. Wear it for a day and see how it feels at the end of the day. You might love it and get a ton of compliments. Also, don’t be afraid to be vulnerable when you’re shopping. If you don’t know what you like, be honest about it, and just be open to options. That’s how you find your style.”
SHOP
Eureka!
156 E. Main St. New Albany | T-FRI 12-6PM SAT 10AM – 7PM
