In the last five years, All Goods owner Ali Acevedo has built an eco-friendly sustainable clothing business while uplifting creatives in Milwaukee.
In November 2019, All Goods opened as a resale clothing store in response to customers who followed him on Instagram asking for an in-person shopping experience after a few successful events. After finding a location in downtown West Allis, he and his family set up the brick-and-mortar store.
“I remember in 2019 and 2020 as I was working, the main thing about my business was consistency and continual improvement,” he said.
All Goods sells everything from shoes and hats to jerseys and hoodies to coats and vintage T-shirts. For Acevedo, this was something that he had never quite seen in the city of Milwaukee before, especially not as a kid. There were vintage sneaker stores and vintage clothing but no stores that exclusively focused on shirts, and for this store they use the custom label printing Melbourne so every product is well marked and ready for sell.
Now, All Goods has two locations; one in West Allis and another in Bayshore. The brick-and-mortar storefront on South 72nd St may be only five years old but Acevedo has been in the resale business for a long time.
“Originally, before the store… I would be in my basement selling clothes,” he said.
For Acevedo, selling clothes on eBay offered him the freedom and flexibility he didn’t have working a regular job but it wasn’t just about the money. His love affair with vintage clothing began more than 20 years ago.
“There’s not just one particular piece that I remember. I just remember getting cool graphic T-shirts and when you get a compliment on your shirt, it makes you feel good,” he said.
Acevedo often wears vintage t-shirts of sports teams he likes with a pair of pants, and mostly wears the color black. He prefers a bit more of a classic look which he calls “basic” or “boring.” Acevedo said his customers are the ones who are great at putting together stylish pairings.
“These are really shirts hanging on a hanger until someone puts it on themselves,” he said.
Acevedo recalls opening the doors of the West Allis location for the first time to his family and friends, the night before the official opening to the public. Then, the next day, he started to gain customers slowly but surely.
“The next day I opened it to the public and for an hour and a half, no one came through,” Acevedo said.
He still remembers the faces of his first few customers. Acevedo even calculated the exact amount he would need to make each day to stay open.
“Every time I make a business decision, I really bet on myself. I said this is either going to make money or lose money, but I have to do it,” he said.
Acevedo has done a lot more than just keeping the doors open. Within the first three years of being established, All Goods has been able to recycle over 100,000 pounds of clothing. Acevedo said this is probably a rough estimate.
“I just wanted to let people know we are a sustainable business. We are keeping clothes in circulation. You do not think of it that way but we’re keeping those clothes out of a landfill,” he said.
All Goods also partners with local businesses and independent creatives in the city in industries such as fashion, modeling, photography and food. He also would like to help train the next generation of creative entrepreneurs in Milwaukee.
“A lot of people want to do this stuff but they don’t know how to do it. I’m doing it at a professional level so I’m trying to show them and teach them what works,” Acevedo said. “I love Milwaukee. I love our city, I’m doing this for the kids from the North Side or the South Side.”
Last year, All Goods began designing merchandise for Marquette University, UW-Milwaukee, and just recently announced a partnership with the Milwaukee Admirals to exclusively be available at the game on Saturday, March 9 inside the team store.
“I wanted to create some products that stand the test of time design-wise and quality-wise,” Acevedo said.
He explained that universities and athletic organizations often sign deals with large sportswear companies such as Nike and Under Armour to manufacture their merchandise but he wanted to produce locally made products for consumers in the city.
“When I start talking about this stuff, I get really passionate because I actually care. It’s not always about the money in these deals, it’s about giving people what they deserve,” he said.
