La Crosse, Wisconsin (WXOW) - One local man has his own Oktoberfest tradition. Sam Carlson was wearing vintage beer sweaters and now he's selling them so others can experience what happens when you wear one.
"High fives, pictures, free beer, oh my god, who are you, where'd you get that....it's like a vintage beer kinda rock star thing." Sam is the founder of Brew Town Gear, a store in downtown La Crosse that sells vintage beer sweaters. He found his first sweater at the Goodwill 7 years ago. "I was in there looking for an 80's costume and I saw out of the corner of my eye this blue knitted thing and I was like no way...and I pulled it out and it was an old style 70's beer sweater."
Sam says wearing one takes going out to whole new level. "Going out to drink isn't to get drunk it's more about being social. You go out, meet people and learn about them and where they're from and the sweaters are an ice breaker."
Some people offer to buy a sweater right off of Sam's back but there are a few that are off limits. "Of all the inventory that I've acquired over the last few years there are two that I'm going to keep which is the original old style one and my favorite is the early 70's Pabst Blue Ribbon.
Sam says wearing a vintage sweater will be like nothing you've ever experienced. "Most people don't understand that when they see them they say, oh yeah, man I can wear one of those and then all of a sudden someone walks up and says I've worn one of those before and it's ridiculous, ridiculous ...from wearing a regular T-shirt to a beer sweater it's night and day."
Brew Town Gear sells everything from beer coasters to vintage signs...and yes, vintage sweaters. For more information go to www.brewtowngear.com
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