Today we’d like to introduce you to Christie Herting.
Hi Christie, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey into business ownership started with my best friend, Erica. We were always looking for a business opportunity we could build together. Before SCM Clothing, we even tried launching a THC-infused BBQ sauce company. It was a fun venture, but it never really took off.
In November 2021, Erica learned that SCM Clothing was for sale. We loved the brand’s connection to the Santa Cruz Mountains and saw an opportunity to build something special. We figured out how to make it happen, pooled our resources, and purchased the business.
We moved SCM Clothing into Erica’s husband Brian’s shop, Redwood Coast Glass, where he sold smoking accessories and glass products. For a while, we operated as two separate businesses sharing the same space. During that time, Erica and I expanded SCM Clothing beyond its original offerings. In addition to the iconic Santa Cruz Mountains designs, we added full custom apparel printing and embroidery services for local businesses, teams, events, and individuals.
In June 2023, Erica and Brian relocated out of the area, and I purchased their shares, becoming the sole owner. That transition gave me the opportunity to reimagine the business and bring everything together under one roof as SCM Clothing, Glass & A$$.
Today, the business has grown into a unique destination that reflects both the creativity and character of our mountain community. We still offer all of the original Santa Cruz Mountains designs that people know and love, but customers can also customize those designs by choosing their own apparel style, size, and color to create their very own SCM gear, at no additional cost. Along with that, we provide custom printing, for example company logos, personal art, and team gear, we offer embroidery services as well. We also maintain a separate 21+ section featuring smoking accessories and adult pleasure products.
What started as a friendship and a shared dream of owning a business has evolved into something I’m incredibly proud of: a locally owned business that celebrates the Santa Cruz Mountains while helping other businesses, organizations, and individuals bring their ideas to life.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Absolutely not, but I don’t think many small business owners would describe their journey as a smooth road.
One of the biggest challenges was simply learning how to run a business. Purchasing SCM Clothing was exciting, but there was a steep learning curve. I had to learn everything from inventory management and marketing to graphic design and the day-to-day responsibilities that come with ownership.
Another major challenge came in 2023 when my business partners, Erica and Brian, moved out of the area. I suddenly found myself making the decision to either let the business go or take it on myself. Becoming the sole owner was both exciting and intimidating. It meant taking on more responsibility, more risk, and making important decisions on my own.
Like many small businesses, we’ve also faced challenges with rising costs, equipment issues, and the uncertainty that comes with operating in a constantly changing economy. There have been moments that were stressful and times when I questioned whether I was making the right decisions.
At the same time, those challenges have helped me grow. They’ve taught me to be adaptable, creative, and persistent. Every obstacle has pushed me to learn something new and find a way forward. Looking back, I wouldn’t say it has been a smooth road, but it has definitely been a rewarding one.
We’ve been impressed with SCM Clothing LLC, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
SCM Clothing, Glass & A$$ is a little bit of everything, which is part of what makes us unique. At the heart of the business, though, is our love for the Santa Cruz Mountains and the community we serve.
SCM Clothing has a large collection of Santa Cruz Mountains designs, with everything from local landmarks and mountain life to redwoods, wildlife, and designs that simply celebrate being from this incredible place. Customers can purchase items that are already printed and ready to go, or they can choose a design they love and put it on the style, color, and size of their choice. I can usually make it right there in the shop in just a few minutes, and there is no additional charge for customizing it that way.
We also specialize in full custom apparel printing and embroidery. I work with local businesses, contractors, schools, teams, organizations, events, families, and individuals. Customers can bring me an existing logo or design, or come in with nothing more than an idea and I can help them figure out how to turn it into something they can actually wear. One thing that really sets us apart is that there are no minimum order requirements. Whether someone needs 100 shirts for a company or one ridiculous T-shirt for their best friend’s birthday, I’m happy to make it.
The other side of the business is our separate 21+ room, which carries glass and smoking accessories as well as adult novelty products. Combining all of these things under one roof is definitely unconventional, but that’s also part of the personality of SCM Clothing, Glass & A$$. We don’t take ourselves too seriously, but we take our customers and the quality of our work very seriously.
What I’m most proud of is how much the business has grown while still keeping its local identity. SCM Clothing existed before I owned it, and it was important to me not to lose what people already loved about the brand. Instead, I’ve tried to build on it, expand what we can offer, and make it even more useful to the community.
I want people to know that they don’t have to go online or place a huge order to have something custom made. They can walk into a locally owned shop, talk directly to the person who is going to make it, and leave with something that was created specifically for them. Whether it’s Santa Cruz Mountains gear, shirts for a local business, embroidered hats, team apparel, a memorial shirt, or a completely one-of-a-kind idea, I genuinely enjoy helping people bring their vision to life.
If we knew you growing up, how would we have described you?
I was born and raised in Santa Cruz and had a really fun childhood. I was very social, always had a lot of friends, and spent most of my time outside. We rode bikes, played ball, built forts, played in the dirt and, of course, played our share of 1980s video games. I wasn’t really a tomboy, but I definitely wasn’t afraid to get dirty! I also did gymnastics as a kid and was a cheerleader in junior high and high school.
I spent a lot of time near the Boardwalk growing up, so the beach, Boardwalk rides and bowling were also a big part of my childhood. I really got to experience so many different sides of growing up in Santa Cruz.
Looking back, what stands out most is how much freedom, fun, family and friendship surrounded me. Santa Cruz wasn’t just where I grew up; it was a huge part of my childhood and helped shape who I am today. I feel incredibly lucky that I now own a business that celebrates the place that has always been home to me.
Contact Info:
- Website: https://www.scm-clothing.com
- Instagram: scmclothing_glassandass
- Facebook: SCM Clothing
- Yelp: SCM Clothing
