Kansas City, Missouri, February 14, 2026
Kansas City’s iconic apparel brand, Charlie Hustle, is under new ownership as Matt and Michael Gary take the helm, aiming for strategic growth while preserving its core values. Known for its KC Heart design and vintage-inspired products, the brand is set to broaden its reach both locally and nationally. This change highlights the entrepreneurial spirit of Kansas City and the importance of local businesses in driving economic vitality. With a focus on quality and authenticity, Charlie Hustle is poised to enhance its presence in new markets without compromising customer trust.
Kansas City, Missouri
Kansas City Icon Charlie Hustle Embarks on New Era, Poised for Broader Reach
Kansas City’s beloved apparel brand, Charlie Hustle, known for its iconic KC Heart design and vintage-inspired aesthetic, is entering an exciting new chapter under fresh ownership. This transition underscores the dynamic spirit of Kansas City MO business and the enduring power of entrepreneurial vision in our region. The brand’s journey from a local favorite to a national aspiration highlights the resilience and innovative drive that characterize many successful Kansas City small business ventures.
The story of Charlie Hustle reflects a broader narrative of personal achievement and strategic growth often seen in the American heartland. By building a strong local foundation and then carefully planning for expansion, the brand exemplifies how dedicated entrepreneurs can transform a passion into a thriving enterprise. This evolution demonstrates the significant contributions local businesses make to the Kansas City economy, creating jobs and fostering community pride through tangible expressions of civic identity.
The Enduring Heart of Kansas City
Founded in 2011 or 2012 by Chase McAnulty, Charlie Hustle quickly carved out a special place in the hearts of Kansas Citians with its “Vintage Made Fresh” approach to apparel. The brand’s signature KC Heart design, inspired by the city’s rich heritage, gained national recognition around 2014, becoming a powerful symbol of local pride. This grassroots success illustrates the potential for authentic, story-driven products to resonate deeply with consumers.
The brand’s commitment to quality and unique designs, ranging from local sports teams to collegiate themes, has fostered a loyal customer base. The relaunched flagship store in the Country Club Plaza, managed by retail veteran Joey Mendez, reinforces its physical presence and connection to the community. Charlie Hustle’s recognition as the Small Business of the Year in 2021 by the Greater Kansas City Chamber of Commerce further cemented its status as a vital part of the Kansas City economy.
A New Vision for Scaled Growth
In April 2025, Matt and Michael Gary acquired Charlie Hustle, stepping in as co-presidents to guide the brand into its next phase. Their vision centers on a strategic expansion that prioritizes maintaining the brand’s core values of quality and authenticity while reaching new markets. This carefully considered approach to scaling a successful local enterprise highlights the thoughtful stewardship that can preserve a brand’s integrity during growth.
The Gary brothers’ plan involves integrating Charlie Hustle into their established local-to-international apparel licensing platform, which already holds licenses for prominent brands like Columbia Sportswear and Adidas through Outdoor Custom Sportswear and Triform Custom Apparel, respectively. This move provides a robust infrastructure for distribution and market penetration, demonstrating how strategic private investment can amplify the reach of a beloved local brand. The new owners have emphasized that the aim is to meet demand without compromising product quality or customer trust, a crucial balance for any expanding small business.
Exporting the Kansas City Vibe
The ambition to take Charlie Hustle’s “KC vibe” to new cities is a testament to the universal appeal of well-crafted, meaningful products. Prior to the acquisition, the brand had already begun expanding its wholesale presence with retailers like Dick’s Sporting Goods, Rally House, and Scheels, aiming for an 8-10 state region and eventual national recognition. Furthermore, Charlie Hustle leveraged collegiate licensing, designing merchandise for 50 to 60 universities, a strategic pathway to introduce the brand to broader audiences beyond Missouri. This measured expansion allows the entrepreneurial spirit of Missouri MO entrepreneurs to influence markets far beyond the state’s borders.
Such expansion not only creates economic opportunities for the company but also serves as an ambassador for Kansas City itself. As the brand exports its unique blend of vintage appeal and civic pride, it introduces the character and creativity of Kansas City to a wider consumer base, potentially boosting tourism and investment in our thriving metropolitan area. This organic form of economic development showcases the power of local identity in a competitive national marketplace.
Driving Local Economic Growth and Job Creation
The success of businesses like Charlie Hustle is intrinsically linked to the overall vitality of the Kansas City economy. Local, independently-owned businesses are proven engines of economic growth, recirculating a significantly higher percentage of revenue within the community compared to national chains. For instance, for every $100 spent at a local store in Kansas City, $58 is typically recirculated into the local economy, whereas only $31 remains locally from purchases at non-locally owned companies. This direct injection of capital strengthens local supply chains and supports fellow small businesses.
Furthermore, small and young firms are critical for job creation. In the Kansas City region, first-time employers with fewer than 20 employees were responsible for 66% of net new jobs created over the past five years. These businesses also offer competitive compensation, with an average starting wage of $78,985, surpassing the overall average wage of $73,175. From 2019 to 2023, Kansas City startups, specifically first-time employers with fewer than 20 employees in the nine-county metro area, created 87,547 jobs, accounting for 68% of all new jobs in the region. The flourishing environment for Missouri MO entrepreneurs is a testament to the community’s support and a relatively unburdened regulatory landscape that allows these innovative ventures to thrive.
Kansas City’s Entrepreneurial Ecosystem
Kansas City has garnered a reputation as a fertile ground for entrepreneurs and startups, attracting new businesses with its diverse industries, abundant talent pool, and comparatively lower operating costs. The city was recognized in 2015 as one of the top five emerging cities globally for entrepreneur ecosystems. Local organizations, including the Ewing Marion Kauffman Foundation—the world’s largest foundation dedicated to entrepreneurship—and initiatives like KCSourceLink and Digital Sandbox KC, actively support innovation and high-growth ventures, providing resources and mentorship to aspiring business owners. This robust support system fosters an environment where businesses can grow from local concepts to impactful regional and national players, driving sustained Midlands economic growth.
Conclusion
The new ownership of Charlie Hustle marks a pivotal moment for a brand that embodies the innovative spirit of Kansas City. As Matt and Michael Gary strategically guide the company toward broader markets, they carry forward the legacy of entrepreneurial achievement established by founder Chase McAnulty. This evolution is a clear indicator of how local businesses, with sound leadership and a dedication to quality, can not only thrive but also become potent symbols of their community on a national stage. We encourage all residents to continue supporting local businesses, recognizing that every purchase contributes directly to the economic vibrancy and unique character of Kansas City. By investing in our local entrepreneurs, we collectively ensure a prosperous future for our city.
Frequently Asked Questions
- What Kansas City apparel brand recently announced new ownership?
- Charlie Hustle, the Kansas City apparel brand known for its iconic KC Heart design, recently announced new ownership.
- Who are the new owners of Charlie Hustle?
- Matt and Michael Gary acquired Charlie Hustle in April 2025 and are now co-presidents of the company.
- When was Charlie Hustle founded and by whom?
- Charlie Hustle was founded in 2011 or 2012 by Chase McAnulty.
- What is Charlie Hustle’s brand philosophy?
- Charlie Hustle focuses on “Vintage Made Fresh,” drawing inspiration from classic designs in sports and popular culture to express civic pride. The company aims to evoke happiness and create high-quality, authentic products that embody nostalgia.
- How will the new ownership expand the Charlie Hustle brand?
- The Gary brothers plan to scale the brand by integrating it into their existing local-to-international apparel licensing platform, which includes Outdoor Custom Sportswear (Columbia Sportswear license) and Triform Custom Apparel (Adidas license). They emphasize strategic expansion without sacrificing quality or customer trust.
- What is the economic impact of local businesses in Kansas City?
- For every $100 spent at a local store in Kansas City, $58 is typically recirculated into the local economy, compared to $31 at a non-locally owned company. New and young firms (fewer than 20 employees) were responsible for 66% of net new jobs created in the Kansas City region over the past five years and paid an average of $78,985 in starting wages. From 2019 to 2023, Kansas City startups created 87,547 jobs, accounting for 68% of all new jobs in the Kansas City metro area.
- What makes Kansas City a favorable environment for entrepreneurs?
- Kansas City is recognized for its diverse economy, attracting startups and entrepreneurs due to its talent pool and lower office space costs. It was named one of the top five emerging cities in the world for entrepreneur ecosystems in 2015, and the Kauffman Foundation, the world’s largest foundation devoted to entrepreneurship, is based in Kansas City.
Key Features of Charlie Hustle’s Evolution
| Feature | Details | Scope |
|---|---|---|
| Previous Founder | Chase McAnulty | Local |
| New Owners | Matt and Michael Gary (as of April 2025) | Local |
| Iconic Product | KC Heart design (gained national attention in 2014) | Local to National |
| Brand Philosophy | “Vintage Made Fresh,” expressing civic pride and nostalgia | Local |
| Expansion Strategy | Operating within Garys’ apparel licensing platform, strategic scaling to new markets | Local to International |
| Previous Expansion Efforts | Wholesale customers (Dick’s Sporting Goods, Rally House, Scheels), collegiate licensing (50-60 schools) | Regional to National |
| Local Economic Impact | Local businesses recirculate more money; small firms drive job creation and offer competitive wages | Kansas City Region |
| Entrepreneurial Environment | Kansas City named a top five emerging city for entrepreneur ecosystems in 2015; home to Kauffman Foundation | Kansas City to Worldwide |
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Author: STAFF HERE KANSAS CITY WRITER
The KANSAS CITY STAFF WRITER represents the experienced team at HEREKansasCity.com, your go-to source for actionable local news and information in Kansas City, Jackson County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as American Royal World Series of Barbecue, Dia De Los Muertos, and Planet Anime Kansas City. Our coverage extends to key organizations like the Greater Kansas City Chamber of Commerce and United Way of Greater Kansas City, plus leading businesses in healthcare, finance, and entertainment that power the local economy such as Children's Mercy Hospital, Government Employees Health Association, and AMC Entertainment. As part of the broader HERE network, including HEREStLouis.com, we provide comprehensive, credible insights into Missouri's dynamic landscape.
