Imprinted On Our Hearts: "413 Fashion Is Our Passion"

In normal years, we publish a holiday gift guide for Rural Intelligence readers. But this is no normal year, and offering up an array of gifty things, local as they may be, seems a little disconnected to the reality of our world right now.

However, gift giving is probably going to go on this year in some form or another, so if something we think readers might like comes to our attention, we’re going to share it with you. 413shirts.com is a concept we can get behind. Berkshires residents, visitors and newcomers: this is for you.

“Memes are so rampant and relevant these days,” says creator and owner Nick Watroba. Yet, “there isn’t a unifying brand about the 413,” which is the area code for western Massachusetts, including the Berkshires. “I started thinking of those ‘entering’ signs and wanted to have some kind of item for every town.”

Watroba grew up in Pittsfield but left to study political science and economics at UMass. After some years away, he missed his large family and felt the pull back to the area. Although his day job is in sales at BBE Office Interiors, his entrepreneurial leanings and affection for the region led him to the idea of promoting the 413. He launched the company just three weeks ago, and he’s already met his sales targets.

Items include shirts, hoodies and pants imprinted with a simple “413”or “The Berkshires.” Some call out elements the area is known for, like Mount Greylock and the Berkshire Mountains.  Other designs are tied to past icons of the area: tributes to England Brothers, the former department store on North Street in Pittsfield, or a nod to the nostalgia of restaurants past. Some of the memes might not be meaningful to you if you aren’t 413 born and raised, but Watroba is taking cues from the Pittsfield nostalgia Facebook groups, hence the Allendale boat motif (ask a native about that). “Since we print shirts on demand, we don’t have extra inventory. We get feedback on the designs and can respond to customers’ ideas.”

Also included on the website are imprinted glassware, gifts, ornaments, knit caps and masks, and a limited-edition tribute to Pittsfield Park Square’s popcorn wagon from days past — a popcorn-scented soy candle, made in the Berkshires by Shire Fire Candles.

Watroba uses Gildan Softstyle apparel and creates and applies all the transfers from a space on East Street in Pittsfield. Despite what they might advise him on “Shark Tank,” he has no plans for a retail location.

“We want to get the merchandise in local shops to help support them,” Watroba says. “We hope to be in farmers markets and popups next year.” By spring, he’d like to have a tab on the website dedicated to every town in the region.

“We ship every order with the hope that we can spark a conversation and a smile,” Watroba says.