Aurora -- A modern clothing brand store geared for people in their teens to early 20s opened at Aurora Farms Premium Outlets a couple of months ago.
Owners Chris Bianchi, 25, and his friend Andy Moore, 27, have been designing clothing for many years. "We wanted to have our own way of expressing ourselves through our designs," said Bianchi.
The two of them began making shirts for friends years ago and their business has expanded greatly. Their store and brand is called Live it Up. The store carries merchandise for men and women.
"We have our own brand in the store, as well as up and coming brands that aren't well known yet," said Bianchi. "We want to promote companies which might not get much opportunity from bigger markets."
The store also carries well-known brands. Bianchi said the style is similar to that of the well known store Pac Sun. The company was started in spring 2011 and the Aurora store opened on Black Friday in November 2013.
Bianchi graduated from Crestwood High School in 2007 and has since been self taught.
"I have had hands-on learning through reading and researching," said Bianchi. "It has mostly been trial and error that has taught me. We started this from the ground up and made our own way."
The pair hope to spread a positive message. "If you believe in what you do, you can definitely achieve anything you put your mind to," said Bianchi.
The two share a passion for music, having grown up as musicians. "We are greatly in support of music and we'll have local in-store performances starting Jan. 26," said Bianchi, who also works as a national artist manager, managing bigger bands for a living.
The two of them have sold their clothing at several music festivals in the past few years. "This has been a big building block," said Bianchi. "You can make it happen if you work really hard."
Live it up is open Mondays to Saturdays from 9 a.m. to 9 p.m. and Sundays from 10 a.m. to 7 p.m. For more information, visit www.liveitupbrand.com.
Phone: 330-541-9400 ext 4163