Fashion & Rations opens to serve the agricultural community – Sterling Journal-Advocate

A new evolution of some longtime Logan County businesses has opened in Sterling to serve agriculture-focused customers.

The owners of Fashion & Rations cut the ceremonial Chamber of Commerce ribbon Friday afternoon at their store at 514 Sidney Ave. Although the store is technically assigned a Sidney Avenue address, the storefront actually faces King Street.

Part Western clothing in the front and part feed and livestock supplies in the back, Fashion & Rations fills a niche unique to the farming and ranching communities.

The store is the brainchild of Micaela Karg and Paige Shino of Sterling. When they learned last year that Country Feed and Supplies was closing, they decided it was time to implement something they had been talking about for months. In October 2023, they began working in earnest with Kole Dennis, Matt Stanley and Tyler Marin, owners of Valley Feed and Supply of Iliff, to launch a Sterling store. The three agreed to invest in Karg and Shino's idea and the store opened last week.

With the Valley Feed team's expertise, Karg's marketing skills, and Shino's family history in local retail, the combination of western apparel and livestock supplies perfectly positions Fashion & Rations to serve the large 4-H and FFA population that shows livestock throughout the year.

The clothing store features well-known Western clothing brands; Jeans from the Ariat, Wrangler, Justin, Roper and Stetson brands. On the other side are bulk feeds and supplements for all kinds of livestock, as well as animal handling accessories and even pet supplies.

The store will hold a grand opening on Saturday, June 22, from 9 a.m. to 3 p.m. Lunch will be served from 11 a.m. to 1 p.m., or while supplies last.

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