Pearl Snaps on Polos: A Home-Sewn Success Story
Real men wear pearls, a pearl snap performance polo, that is.
On April 12, Iron Oak Apparel celebrated the grand opening of its first storefront in Schulenburg, the hometown of its visionary owners, Marc Novick, Beau Daniels, and Keith Kruse.
All Schulenburg Shorthorn graduates, Marc and Beau, class of 2007, and Keith, class of 2006, had a unique fashion idea that blended their love of Western style with the game of golf. “It started with Keith thinking it’d be cool to have Texas-style golf shirts. We were all country boys, so the idea was, what if we put pearl snaps on polos?” said Novick, CEO. “We looked everywhere and couldn’t find anything like it. That’s when we knew we were onto something. What started as a golf brand turned into something a lot bigger.”
And from there, their pearl snap performance polo was born. The pearl snap, a Western fashion cowboy staple, originated in the 1940s and gained popularity for its functionality, practicality, safety, and aesthetic appeal.
Founded in October 2020, Iron Oak Apparel was named for a golf iron and the strong, rooted oak. Together, it sounded like something tough, natural, and versatile, just like the kind of guys they would be designing for.
As for design inspiration, they didn’t have to go far. “A lot of our designs are inspired by the stuff our grandpas used to wear, which was simple, clean, and timeless,” said Novick. “We’re not trying to be flashy. We’re just thinking, What would guys like us actually wear? That mindset has guided everything we do.”
Iron Oak Apparel is also about more than just clothing. Known nationwide, it has become a lifestyle brand. “It’s about confidence and pride in where you come from. We’ve had guys tell us these shirts make them feel more polished, like they’re walking a little taller. That means more to us than any sales number. We’re small-town kids who made something we believe in, something that makes people feel good, and that’s what it’s all about,” said Novick.
Schulenburg Mayor Connie Koopmann couldn’t agree more, “To have someone who grew up in Schulenburg come back and open a business here means that they want to continue offering the same hometown values to the future of Schulenburg. Hospitality, warm welcomes, and smalltown values where everyone knows everyone.”
And for Marc, Beau, and Keith, coming back home means everything. ”We always said we’d bring it back home. This town raised us, and being able to build something right on Main Street that’s something we’re really proud of. It’s a way to say thank you,” said Novick. “One big reason we came back was to create jobs for local folks. We’re just getting started, but it matters to us. We want to help make downtown better, bring more life to Main Street, and keep investing in the place that made us.”
Among Iron Oak Apparel, Koopmann has seen an increasing number of hometown business owners, such as Tillie’s, Joe’s Place, and Country Oak Boutique, returning to their roots, and she couldn’t be prouder. “I would hope that this would encourage former residents to come back and reinvest in the community,” said Koopmann. “When students graduate from high school and move away to attend college or to the city to work, they then realize how living in a small town has its advantages. Some of the residents who have moved back tell me they want their children in a smaller school district and not just a number in the larger districts. They want their children to have the experiences that they had as children.”
This storefront is only the beginning of more adventures for Iron Oak Apparel. “We’ve got new products coming — full button-downs, long sleeves, you name it,” said Novick. “The store is a chance to let folks see and feel what we’re all about. And down the line, we might open more stores in places where we’re already shipping a lot. But for now, we’re focused on doing this right.”
So stop by 635 N. Main Street on Thursday and Friday from 10 a.m.- 6 p.m. and Saturday from 10 a.m. - 4 p.m.