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Behind the Brand: Culture Shock Clothing and Records

Behind the Brand: Culture Shock Clothing and Records
Rockford Buzz

Rockford Buzz

Posted On: October 2, 2016

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Every boutique has its own vibe and niche and unique inventory, but rarely do you find one that recreates itself for a truly “new” experience year after year.

And you’d be equally hard-pressed to find boutique owners with as much vision and energy for their city as Skyler and Lauren Davis, owners of the unique, always-local, ever-evolving clothing and records store: Culture Shock.

Skyler started Culture Shock with a few odds and ends, one crate of records and a desire to create a place where Rockford could find the local music scene. Ten years later, with the addition of Lauren and a larger location, it has grown into a mainstay in the Rockford area with a distinctive vibe that reflects Skyler and Lauren’s personalities.

For the Love of Vinyl

For the record-collector and music-lover, Culture Shock is a must. Not only do they source a wide variety of new and used vinyl, but they also make the conscious choice to NOT sell any music online. This means that the best records (read: hard-to-find) are always saved for their customers coming into the store.

And they have made that choice because they truly value the music and the people who come in. “[Vinyl] is not a trend for us – it’s about our love for music and for the local scene,” Skyler stated. In addition to selling albums, they also bring in independent artists to share their music – sometimes in an intimate setting in the store, other times in a large outdoor concert in the parking lot. “We want to be that place where artists stop along the way on their tours,” shared Lauren.

The Rockford Record Crawl, which involves four local record shops (and coming up in October!), is just one example of how committed Skyler and Lauren are to the local music scene. Lauren came up with the idea three years ago as a way to let people know that local record stores do exist, and to give people a chance to meet the artists and hear the music live.

One of A Kind

For the treasure hunter, Culture Shock is a fascinating store – it’s never quite the same place. From clothing to knickknacks, the shop is widely diverse, and it really doesn’t have a specific age-group to identify with it. They cater to all types of specialties. “We never want to let it get stale,” Lauren explained, “If you like something you find, get it now, because we don’t typically order the same thing twice!”

Skyler and Lauren appreciate the American-made and locally-made culture. Currently there are over 40 local brands in the store. Every brand has a story, and every employee knows those stories. They want Culture Shock to be a place where the Rockford community can make connections with those independent musicians, artists and businesses that we all share.

Always New

Looking ahead, you can expect more special events and an expanding inventory of used vinyl and used vintage stereo systems. Skyler and Lauren also plan to spend extra time traveling to learn and gain experiences that will help them serve their community better. “In doing that, we are able to have a ‘new’ store every year or twice a year,” explained Skyler.

And if that’s the case, get yourself over to Culture Shock often! You never know what treasure you’ll find!


Written by Rebecca Aupperle

Rebecca Aupperle holds a Bachelor of Arts in Creative Writing from Millikin University. She is a piano teacher at the Studio and an active participant in Rockford’s local music scene. She can be found reading, gardening or hanging out at the Edgebrook Farmer’s Market.

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Rain or Shine Patio at Lucha Cantina

Rain or Shine Patio at Lucha Cantina

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