CHARLOTTE, N.C. — 704 Shop is a friend-owned small business that sells Charlotte-themed merchandise. After 12 years in business, the shop continues to create unique clothing and accessories for Charlotte lovers. This is a look behind the scenes at 704 Shop.
The company was founded by Christopher Moxley, Scott Wooten and Gerwood Shephard. The trio once worked together in the music industry as producers but, after a spark of inspiration, decided to shift their focus to apparel.
Wooten lived in Pittsburgh for a time and was inspired by a local shop that sold city-branded merchandise. He realized that his hometown of Charlotte lacked similar streetwear options beyond the sports scene.
None of the founders had experience in apparel or graphic design, and the early days brought challenges. But they persevered by relying on one another for support.
“We recognized we were all pushing in the same direction for the same reason,” Moxley said. “We were all in this together.”
One of their early struggles was defining their story and what made them unique, which made it difficult to gain traction beyond friends and family.
That changed when a local blogger featured the shop, bringing a wave of new orders. The founders seized the moment, expanding their presence through pop-up events around the area — experiences that helped them solidify their brand identity and messaging.
Today, 704 Shop has several partnerships, including one with UNC Charlotte — a point of pride for Moxley, a UNC Charlotte alumnus. He said designing apparel for students is one of the most rewarding aspects of his work.
“It’s super rewarding to know we add value that is impactful,” Moxley said.
When asked about his favorite part of running the business, Moxley pointed to the shop’s community impact. In a city historically shaped by segregation, he said the shop’s apparel brings people together across racial and socioeconomic lines.
“My favorite part about creating the business is creating opportunities for community impact with and through the business,” Moxley said.
704 Shop not only unites the community but also gives back. After the 2019 shooting at UNC Charlotte, the shop designed a shirt that went viral, raising $50,000 for victims’ families.
The shop continues to support community causes today.
When asked what advice he would give aspiring entrepreneurs, Moxley emphasized preparation, collaboration and consistency.
“Do your homework and use your resources,” Moxley said. “Establish a good group of people around you, and start today. There’s always a little bit you can do every day.”
704 Shop continues to grow and encourages collaboration. The founders are now expanding their horizons by building their business-to-business portfolio.
