At Stay Apparel Company, we specialize in American-made products. Our primary focus is on graphic tees—original designs and throwback styles that reflect a sense of place and nostalgia. For example, we create Hershey-themed shirts that celebrate the town’s rich history. But we also carry a variety of curated accessories and we’re expanding our product lines now that we have a storefront.

Our store is located in the Milk House Building at the Hershey History Center, right across from the Tanger Outlets. The Milk House is part of the property’s rich history—it was originally a working dairy farm, and later became a Milton Hershey School residence. The barn next door was used when students worked the farm, and the Milk House was where they did the bottling. Being part of that history adds another layer of meaning to our business and the products we offer.

My passion for American-made products goes way back, though I can’t really say why. I think it’s the part of patriotism that resonated with me.

For years, I ran a public relations business (Goulet Communications), and I used to blog regularly. But you can only write so much about PR before it starts to feel repetitive. So I started branching out, blogging about American-made products.I’d research products, find cool companies making things in the U.S., and share what I learned.

In 2016, my wife and I thought, "Wouldn't it be cool to create our own products?" So we started small—a Hershey pennant and a knit hat with a pom—because they were simple, one-size-fits-all items that we could launch quickly for the holidays. We weren’t screen printers or sewers, but we worked with manufacturers to make it happen.

The response was good enough that we kept going. By October 2017, we launched a website and started doing shows and markets that fall and into 2018. Over time, we expanded into more graphic tees and products with a local identity. That eventually led to opening our store in June 2023.

The biggest turning point was opening the store. Before that, we were selling online and doing pop-up markets, but having a physical location gave us stability and visibility.

Pop-up markets were (and still are) an important part of our growth. We’ve done shows like the Harrisburg Flea and Market on Chocolate for years. I’ve always compared it to the circus coming to town—you haul your tent and your products, set up for a few hours, and create this temporary community. It’s hard work, but it’s also rewarding.

Having a store allows people to find us easily. We have a permanent presence now, and that’s huge. We’re also adding more products—things beyond graphic tees—because not everyone needs another T-shirt, but people want unique, American-made items.

I have a passion for American-made products and a sense of place. People connect with the products we make because they reflect something personal—whether it’s a memory, a location, or a shared experience.

Building an audience has been the biggest challenge. Even though we now have a store, we’re tucked behind the barn, so it’s not the most obvious location. It takes patience to grow organically, and winter months can be tough when foot traffic slows down.

I’ve learned that you have to keep showing up. I compare it to being a placekicker in football—if you miss a field goal, you’ve got to shake it off and be ready for the next game. The same goes for retail. If a pop-up market doesn’t go well, you can’t dwell on it. You regroup and get ready for the next one. The key is consistency and resilience.

Start small. Baby steps. Pop-up markets are a great way to test the waters without a huge financial commitment. Buy a tent, set up a table, and see if you enjoy it. If you don’t love it, that’s okay—it’s better to find out early.

I've seen people start small and grow into something big. A candle company we did markets with in Lancaster got so successful that they stopped doing shows and focused on wholesale. Others have grown from pop-ups into storefronts. It’s a great incubator for figuring out if you have the passion and drive to stick with it.

"Just keep showing up."

That’s what I’ve learned from doing markets and running a store. Some days are great, some are slow—but you have to keep putting yourself out there. You can’t let one bad day define your business.

Hosting Makers Markets at the store has been a great way to give back. We create a space where other small business owners and makers can showcase their products, connect with customers, and grow their businesses.

It’s not entirely selfless—we benefit from the extra foot traffic—but I love seeing the sense of community it creates. You get to know the other makers, build relationships, and support each other. It’s one of my favorite things about running this business.

I’m really passionate about historic preservation. My wife and I bought a 1931 bungalow in Hershey about five years ago, and I’ve been restoring it ever since. I’m not particularly handy, but I’ve learned how to strip paint, restore woodwork, and bring old details back to life.

I love seeing old buildings preserved and appreciated. That’s one of the things I love about our location in the Milk House—there’s history there.