The LockerRoom is a minority-owned vintage clothing, sneaker store and barbershop in Norfolk. The high end store can be found in the heart of the downtown area, within walking distance from the waterfront and Scope Arena. Owned and operated by city natives, The LockerRoom embodies the, “For us, By us,” mantra, offering customers several ways to benefit from their service.
Flea market meets garage sale meets boutique, the inside of this storefront consists of a carefully curated display of shirts, pants, jackets, sports jerseys, license plates, action figures and a number of other eclectic artifacts spanning several decades. In addition to purchasing authentic vintage clothing, patrons can sell their goods outright or on consignment as well as propose a trade. Every LockerRoom employee is given the autonomy to carry out any of the three. The result is the constant exchange of a wide variety of random merchandise allowing the store to support a diverse set of customers.
Owning this collection of clothing and paraphernalia is quite the accomplishment, especially when considering where the store began. In just over two years, The LockerRoom has turned that rack of clothes into a multifaceted staple in the community. Diversity and creativity being the ethos of the business, all who are associated with The LockerRoom never stop coming up with unique ways to promote the business.
All of The LockerRoom’s employees are eager to inform you about their weekly raffles held every Monday via Instagram Live, showcasing the individuality and animation of whichever employee is hosting. Employees can be seen jumping up and down, and offering expensive shoes to viewers, oftentimes for less than half of their listed value. The genuine excitement they show should expect some confusion given they are intentionally losing money.
The minority-owned small business also sells action figures and eclectic artifacts for buyers.
The concept of a raffle or giveaway is not uncommon amongst retailers but the rate at which The LockerRoom holds them is excessive. However, this obscure tactic led them to try even more distinctive methods to manufacture engagement.
One of which being their mystery van, mimicking the van used by Scooby Doo and Mystery Incorporated. Tagged with The LockerRoom on the side of the blue and orange van, filled with clothes and shoes, employees ride around the city ready for an impromptu pop up shop while simultaneously promoting the store.
If you are lucky enough to be in the area for one of The LockerRoom’s scavenger hunts, you may find a pair of Air Jordans behind a dumpster on Main Street. Each of these are ways they are distinguishing themselves from other retailers and people are taking notice. Whether it’s climbing a tree for a free shirt or trading a bag of nacho cheese doritos for a new pair of shoes, 13,800 people and counting have followed The LockerRoom on Instagram to stay up to date with whatever quirky, innovative antics the store will come up with.
Locals and newcomers alike should all check out The LockerRoom in downtown Norfolk. The easygoing, welcoming vibe along with the unique interactive shopping experience engages the customer from the door to the checkout line.
The LockerRoom is open Monday to Saturday from 11 a.m. to 9 p.m. and Sunday 12 p.m. to 7 p.m. with weekly live sales via Instagram Live on Mondays starting at 7 p.m. The LockerRoom is located at 426 Granby St. Norfolk, Va. Follow them on Instagram and Facebook @LockerRoomNFK.
By Elijah Jenkins
emjenkins@vwu.edu
