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Time for heroes

It’s a “time for heroes,” sang Carl Barât of The Libertines in the Indie music anthem of the same name. But what exactly did he mean? Ulverston entrepreneur, Tom Bowden may have the answer. His business, Working Class Heroes, is saving fashion conscious youth from the high street chains and suggesting that if there is a time for heroes, the time is now.

What does your business do?
Working Class Heroes is a retail outlet in Ulverston that sells men’s and women’s fashion based around the culture of skateboarding, snowboarding and surfing. We also sell BMX and skateboarding hardware.

We’re looking to improve the local BMX and skating scene by running regular trips to skateparks in the Northwest, namely Leeds and Liverpool, on a regular basis. These trips are not-for-profit, as we feel it’s important to nurture and progress the local scene.

When was it founded and by whom?
It was founded by John Scott and myself in June, 2006.

We’d discussed setting up a retail business since 2005. When it came near to realising this ambition we realised we needed a name that represented the shop and the lifestyle that it supported.

The idea for the name came from an article in a well-known skating magazine, Sidewalk Surfer, which focused on those skaters who were unable to make a professional living from their passion, so work 9–5 jobs to spend their weekends devoted to it. We felt that most skaters, boarders, or anyone devoted to a sport, fell into this category and so wanted the shop to represent this mentality.

We aimed to support these ‘Working Class Heroes’ through activities additional to the business such as those trips to skateparks and also by starting an action group to push for skating facilities in Ulverston for the growing population of BMX riders and skaters.

Where are you based?
In our first year of trading we’re based on Theatre Street in Ulverston, but we’re soon relocating to Ulverston’s busy and boutique-led Market Street in July 2007.

How does your location affect your business?
Location has a massive impact on our business. Many towns in the UK have a skateboard shop and therefore already serve their market. Ulverston was missing this and so left a gap in the market which we felt needed to be addressed. We’ve set up in a town that has a developing retail sector supporting small local shops and boutiques, so it was an opportune time and area in which to open a retail business. It’s an ideal area for us to provide specialised clothing and hardware to both local BMX riders and skaters, but also to the many visitors that come to the area.

We were lucky to be able to take the opportunity when we did. When we were deciding on a location it was important to find an area where the brand accounts we wanted were not already taken.

Once a skateshop opens in a town it’s impossible for other shops to open with the same brands, as suppliers have a loyalty to their shops. It was important for us to find an area where the brand accounts we wanted were not already taken.

What’s the best thing about being based in Cumbria?
The best thing about having a business in Cumbria is that it enables you to live in the area. And it’s a beautiful place to live.

Why should more young people stay in the area?
House prices are not bad!

What advice would you give young people wanting to start a business?
Do your homework! Spend time on your business plan and don’t get carried away with the thrill of getting started. It’s important to ensure that the market is sufficient enough to generate the turnover you need. If you’re passionate about an idea it’s easy to run ahead without taking into account all considerations.

However, you must also be passionate about your business because it will take up a lot of your time. The ideal goal of being your own boss and being able to work when you want is a bit of a myth. The truth is that you will probably work more hours then if you work for someone else. But if you enjoy what you do, and the business is successful it can be a very fulfilling career.

If you weren’t in business what would you do?
I’d be a teacher because they get the best deal with time off.

What’s your favourite fruit and why?
Gin and tonic would be half the drink it is without some lime.

What does the future hold for your business?
On July 7th we open our new shop on Market Street in Ulverston. It’s larger premises than the our current shop, which will allow us to offer a wider selection of men’s and woman’s clothing and to expand into the BMX market.

Alex Haworth, a local web designer based in Urswick, has just produced a website for Working Class Heroes. This will ‘go live’ in early summer and is a great way of trading nationally without the need to relocate out of Cumbria.

We’ll continue to support the local skateboarding and BMXing scene and provide further skate trips to cater for this culture.

Working Class Heroes supports USBAG (Ulverston Skate and Bike Action Group) who are fund raising and lobbying for a skate facility in Uverston, and has donated £1000 to their cause and continues to help with fundraising for the project.

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Posted by San Sharma on 21st June.