The Stockist
“All of them have great memories, but Utah is my favorite. I’ve been here since I was eighteen, and I don’t have a desire to leave.” Helen Wade’s journey is as dynamic and layered as the shop she owns, The Stockist, nestled in the vibrant 9th and 9th district of Salt Lake City. Born in Oregon, Helen’s life has been a whirlwind of moves - from Oregon to Connecticut, then to Utah, back to Oregon, and finally settling in Utah for good.
“It took me a little while to graduate from the University of Utah with a degree in sociology and criminology. I was like twenty-four.” Helen became a snowboard bum, finished college, and then around age twenty-five, she needed to decide what to do with her life. At the time, she was working at Brighton Resort, where she spent her days snowboarding and helping build terrain parks. It was during these years that she began talking to a coworker about future dreams, and the idea of opening a shop started to take shape. “We would talk for hours about it, and that inspired me to get my act together and start figuring it out.” Her passion for creating a store where young professionals could find meaningful, purposeful clothing was born.
In 2009, Helen and her brother, Ian, opened their first shop under the name “Fresh.” Initially, they catered to the snow and skate crowd but soon realized the potential to grow into something more. “We started learning about clothing manufacturing, where everything came from, and how it was created. That opened our eyes to the whole world of the fashion industry.” This learning process led them to rebrand and evolve the store into The Stockist, a name that reflects their English roots and commitment to quality goods.
By 2014, Helen’s brother had moved to New York, and she faced the decision to either stay in their small location or branch out. “I made the leap across the street and really expanded.” The Stockist’s aesthetic is a blend of clean, intentional design with an industrial touch, thanks to Helen’s husband, Chad, a talented fabricator. “Everything that’s built in the shop, from racks to displays, he has built.” The result is a store that feels welcoming, uncluttered, and reflective of the quality goods it offers. In her new space, Helen began introducing a wider range of men’s and women’s clothing, home goods, and more. Despite the challenges, Helen’s vision for The Stockist remained clear: to offer products with a purpose, created responsibly, and to keep close relationships with designers.
One of The Stockist’s offerings, Freenote Cloth, is a men’s line from San Juan Capistrano created by brothers Matt and Andrew Broderick. They began with just two denim styles and basic tees. Their denim, sourced from Japan and sewn in LA, has been a staple at The Stockist for over a decade. “We’ve watched their collection grow from two leather bags to an expansive offering of five to seven denim fits, multiple trouser styles, and an ever-popular shirting and outerwear line. Freenote has been a key partner for us, and they will be a highlight in our upcoming Park City shop takeover.”
Supporting their neighbors has always been a cornerstone of The Stockist. From hosting monthly pop-ups for local bakers and artisans to carrying locally made jewelry and pottery, Helen is committed to showcasing the best of Utah’s creative community. “We try to offer our space to artists and bakers who maybe don’t have a storefront, so they can meet the community and get their name out there.”
Helen’s dedication to her business is evident in every aspect of The Stockist, from the careful curation of products to the relationships she builds with customers and employees. “I try to educate my crew. I believe it’s important that when people walk into the store, they feel welcome, but also that my entire team can tell them a story about their clothing, or just a small bit about why this shirt on the rack is so important, or why these jeans are so great, or why these shoes are going to last for so long.”
Helen still loves to travel and discover new products for the shop. Even when she is just traveling for fun, she tries to visit all the local places, including the coffee shops. She enjoys exploring towns and finding charming boutiques to see what they are doing and to discover anything new. Reflecting on fifteen years of running the store, Helen says, “I still love everything I’m doing. I want to be there for my daughter as she grows up, but I also want to continue this special place for our community.”
Looking to the future, Helen, and her brother, who is now based in Japan, are collaborating on a private label collection, Edwin Arthur, named after both of their grandfathers. The collection will feature basic everyday T-shirts and socks, combining their shared passion for quality and design. “Even though he’s not involved on a daily basis, he’s still very much a part of this,” Helen says, emphasizing the lasting bond that she shares with her brother through their work.
The Stockist is more than just a shop; it reflects Helen’s journey, her commitment to local artisans, and her love for the community that has supported her from day one. “I hope people will understand how hard it is to run a business—how we handpick every item. People think it looks like so much fun, but it’s also a huge responsibility.” Her biggest desire is that everyone understands the importance of shopping locally. “It might take an extra five minutes to find a parking spot, but you’re coming into a neighborhood where all these stores have created special places for you to discover, and they cannot survive without people visiting them.”
