At Profield Reserve on Cherokee Street, Christopher Loss designs vintage sportswear-inspired clothing — and offers a community hub for all

Story By Jacqui GermainVisuals By Michael Thomas In an era of e-commerce and online shopping, of post-2020 business closures and big-box-store bankruptcies, Profield Reserve’s Christopher Loss still believes in the gospel of the brick-and-mortar. The apparel brand’s Cherokee Street storefront is a testament to that notion, with an interior that — although well stocked — leans more toward showroom than traditional retail space and offers an airy, lightly decorated vintage sportswear aesthetic throughout. The brand offers T-shirts and...

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