Naming a company Fine Southern Gentlemen certainly gives it something specific and noble to uphold. When the multifaceted company – which now offers “screen printing, design, retail, vintage, vinyl and good times” – was just booking shows and selling t-shirts 15 years ago years ago, there were only two guys: best friends Justin Weems and Anthony Sanchez. Two gentlemen from the South.
With the addition of business partner Dan Henderson, a growing team, expanding interests, and a new location in South Austin, 2022 seems like the time for change. The company changed its name to It feels gooda nickname that sticks to the abbreviation FSG.
“After moving into our new store, I remember finally stopping and looking at the 40 or so people working in the store around me one day. I realized that at least half of the staff, if not more, were women, trans or non-binary. It was time for a change,” Weems said in a press release.
“Feels So Good represents everything we try to achieve, whether it’s the t-shirt we make for you or the experience you have at one of our events,” he said. “It better represents the people who work here and the more than 100 artists and vendors who contribute to our store.”
The name isn’t entirely new to the company, which first adopted it for its record company, launched in June 2019. The goal was to engage more in collaborations between the merchandiser and his artist clients. Some artists featured in upcoming events include Rattlesnake Milk, JD Clark & The Stuck in the Mud Band, The Bad Lovers, Loteria, Aaron McDonnell.
One of these upcoming events is the “FSG Rebrand x Coming Out Party”. The Nov. 12 event is still a mystery, but hints at live performances and renews the Feels So Good Fest of 2021. The “fest” featured a dozen performers, more than 20 vendors, tattoos, haircuts and tarot readings. Add a brand change and it will be another event not to be missed.
On a more regular basis, free FSG Sessions will be held every Thursday at 6 p.m., featuring local musicians, and continuing the party over a drink. The first paid show since the announcement features veteran and beloved Texas rockers…And You Will Know Us By the Trail Of Dead on September 3, along with two other bands, American Sharks and MontaZ.
A week later, on September 10, FSG is teaming up with another recently renamed booking agency, Resound, for a ‘Block Party’, celebrating their shared neighborhood in Alpine Street. The free party features more than 10 bands on two stages, with a vendor market, food and drink.
The store remains open and mostly as is – not ruling out any natural evolution, but not throwing the screen printer out with the bathwater, so to speak. Of course, there will be new products to commemorate the change.
The shop is open Monday to Friday from 10 a.m. to 6 p.m. and weekends from 11 a.m. to 7 p.m. Visitors can grab coffee and “rotating refreshments” and coffee at Fase Cafe Friday through Sunday, 11 a.m. to 4 p.m. More information is available at fsgprints.com.