How the Locker Room Built a 60 Year Success Story in Tuscaloosa

When owner Alex Gatewood opened the Locker Room with a $5,000 loan in 1964, he didn’t know the Tuscaloosa clothing store would turn out to be such a long-term success.

“I began my business with a $5,000 loan with no idea we would be in business 60 years later,” said Gatewood in a news release.

Looking back:Former site of the Locker Room cleared

The Locker Room opened on Oct. 26, 1964, on the Strip near the University of Alabama, where the store was located most of the first 50 years. The store was known for its trademark building, an 1800s red wood farmhouse. In 2015, the store relocated to its current location at 2104 University Blvd.

The iconic clothing store is best known for its selection of fine traditional menswear and its trademarked “green-eyed elephant” logo. The store also offers women’s clothes, UA merchandise, footwear, accessories as well as brand favorites like Peter Millar, Johnny-O and Tasc.

The Locker Rooom has become a popular stop for fans during Alabama football game days.

Gatewood said he often employs UA students to work at the store. Many of those students have moved on to other careers while some students still work at the store. Rush Crawford began working at the store as a freshman at the University and has now become a partner in the business.

The most rewarding part of running the business has been watching former employees grow and succeed in other careers, said Gatewood.

Gatewood said he describes himself as a people person and has also enjoyed connecting with customers who have become store regulars over the years.

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“We’re now selling to the grandkids of our original customers,” he said.

Gatewood said he developed his work ethic from growing up on a farm in Mississippi. Those lessons have ultimately helped Gatewood run such a successful business.

The journey has not always been easy, said Gatewood, but hard work and a good team has helped the store stay afloat.

“We had good years and bad years. We’ve been able to survive the peaks and valleys,” he said.

Gatewood said he credits the business’ success to a great team of employees, partners and loyal customers over the years.

“You know, I always say it’s not an ‘I’ thing, it’s a ‘we’ thing,” he said.

Gatewood said it’s hard to believe that the store has been in business for six decades, but it has been a great experience.

“It’s been a short 60 years, but it’s been a great ride and… business is probably better than it’s ever been. So, we’ll keep riding,” he said.

Posted in Alabama menswear, Alabama Retail, Alabama Small Business, Alex Gatewood, Apparel, Brick and Mortar, Retail, Shopping, Small Business, South's Finest Menswear

How the Locker Room Built a 60 Year Success Story in Tuscaloosa