FROM POP-UP TO PERMANENT
Steel City apparel brand expands with Downtown store
If the Steelers clinch a spot in the Super Bowl, it could spark super sales for Pittsburgh clothing company Steel City.
Since launching online (shopsteelcity.com) in 2011, the brand has become a go-to for the likes of Joe Manganiello, Seth Meyers and the Steelers themselves when they need a tee, a hooded sweatshirt or a hat with a graphic or phrase plucked from Pittsburgh’s history or sports heritage. Pieces also have been carried by major retailers, including Nordstrom, Urban Outfitters and Dick’s Sporting Goods.
Starting this week, there will be yet another spot where people can pick up Pittsburgh apparel when Steel City opens its first storefront at 625 Smithfield St., Downtown. It will have a soft launch on Monday, with store hours tentatively scheduled for 11 a.m. to 7 p.m. Mondays through Fridays and 11 a.m. to 5 p.m. on weekends.
The time was right to branch out with a brick-andmortar location due to rising demand, says Brandon Grbach, who owns Steel City with his wife, Carly. Especially on game days when Pittsburgh’s sports team win, “I need a shirt, and I need it right now” is a common request. During the holidays, Steel City tested the space with a pop-up shop, which previously had been the site of the ModCloth popup fit shop last fall. Prior to that, it was home to the Canadian Fur Co. for 97 years.
“We did quadruple what our initial projections were” during the holidays, Mr. Grbach says. “That’s why it was a no-brainer to sign the lease immediately.”
In the early days, though, things didn’t always seem so certain. To help support his growing family, Mr. Grbach suspended his studies at the University of Pittsburgh for a job in graphic design with the man who ran a zombie museum inside the Monroeville Mall. He created pieces for him inspired by Pittsburgh history, but his boss turned some of them down. Mr. Grbach decided to use the rejected ones to start his own brand.
Word-of-mouth referrals and local artisan events such as I Made It! Market helped Steel City make a splash in the saturated market of city- and sportsthemed apparel. It further strives to separate itself from the pack by collaborating with institutions such as the Carnegie Museums of Pittsburgh and the Senator John Heinz History Center on merchandise for their gift shops.
Another big break came when Steel City teamed with the Steelers to raise money for breast cancer awareness with its vibrant pink “Pittsburgh is stronger than cancer” T-shirt. In 2015, when the NFL’s uniform policies kept running back DeAngelo Williams from wearing pink on the field throughout the season to show his support for the cause, Mr. Grbach contacted him through social media to see if there was a way Steel City could help. Last season, shirt sales raised $14,000 for the DeAngelo Williams Foundation, and this year contributions exceeded $30,000.
Beyond these connections, quality and creativity are other hallmarks of the brand, Mr. Grbach says. Apparel is manufactured in Braddock, where his uncle and grandfather worked as mechanics, using super soft cotton fabrics.
“With a name like Steel City, it’s important to us to make sure the product is produced somewhere that’s authentically Pittsburgh,” he says.
As for the designs, he tries to weave in historical references (Forbes Field and legendary sports figures such as Roberto Clemente, for example) and clever phrases and font choices, often with a vintage vibe. A handful of new designs are released each month, with standard tees going for $29.99 and hoodies ranging from $49.99 to $54.99. Thanks to a photo Mr. Manganiello recently posted on Instagram, one of the most popular pieces at the moment is a tee that reads “Pittsburgh Kings of the North.” If the Steelers win tonight against the New England Patriots, expect to see some more new items soon, Mr. Grbach says.
With the Downtown store, Steel City hopes to capitalize on its close proximity to a number of hotels and attractions. Meanwhile, the back of the space will serve as the brand’s fulfillment center for its online orders.
“We want it to be the place people stop by to pick up a nice comfy tee, mug or pennant,” he says. “It’s something that represents the uniqueness of the city.”