
Reaching a ten-year anniversary is a quiet victory for any small shop. It is a milestone that feels especially significant on the ever-changing streets of Capitol Hill. For Standard Goods, what started as a storefront next to the HoneyHole back in 2015 has grown into a local fixture with a few locations. But if you ask owner Jeff Gardner, the journey was anything but a straight line.
“I screwed that up so bad,” Gardner says with a laugh, looking back on opening day. “It was terrible. It was so bad.”
Coming from a life in wholesale that had him living out of a suitcase 30 weeks a year, Gardner launched Standard Goods in December 2015 at the location that previously housed occult bookstore Edge of the Circle with big ideas and what he thought was a handle on the neighborhood vibe. He missed the mark, badly, on one key thing: the prices. His initial focus was on premium, American-made goods, with shirts running around $120, a number that immediately felt out of step with the pocketbooks of most Capitol Hill locals.
“I had never lived in Capitol Hill, and I didn’t understand the clientele,” he admits. “My goal was always to cater to the people that lived and worked here, and we were pricing a lot of people out. So we had to pivot.” Continue reading











