John Geiger and Premium Co. Make Impact in Pittsburgh Market / by Alex Young

Hannibal Hopson and Rieko Copeland in John Geiger's "Pixburgh Merch" documented by Alex Young

Hannibal Hopson and Rieko Copeland in John Geiger's "Pixburgh Merch" documented by Alex Young

The line to purchase John Geiger and Premium Co.'s merchandise, at one point, stretched through Ace Hotel's aged gymnasium and outside down a set of steps. A lot of people flocked to the boutique hotel in Pittsburgh's East Liberty area to purchase Geiger and Premium's apparel, and sneakers made custom for the city of Pittsburgh.

Heritage from the city, like sports and industry, influenced the product on display. Geiger and Premium Co.'s pride for the city was evident. "We Made the Pirates Hat More Famous Than a Pirate Can," read some shirts and sweatshirts. "Allegheny Steel" boldly read tees by Premium, and fingers flexed the letter "P" to praise The 'Burgh.

Attendees shopped the diverse collection, which also included jackets, listened to DJ Pete Butta spin, and mingled with well-dressed creative people from the city. Local photographer Jimmy Schaffer captured the event well.

Family, fans, and friends appreciated Geiger and Premium's offering because it could have landed anywhere in the country, but Geiger specifically chose Pittsburgh. The city is his home, despite spending time in glorified places like Los Angeles and Miami.

"The market in Pittsburgh is smaller, so this can really make an impact," Geiger said. "If this were in L.A. 2,000 people would show up." However, the authenticity is felt more in his hometown.

Geiger had to build to this point, though. His work with Nike's Air Force 1 models and taste for other legendary footwear, such as his crafted "Golden Child" Yeezy, gain the 30-year-old national recognition. Now, with his reputation he is able to create shoes under his own label, John Geiger Collection.

Once his made-in-Italy footwear releases under his personal brand, Geiger sees his work with the Air Force 1 coming to an end.

All of this is fine because whatever is next for John Geiger he takes Pittsburgh with him. His completed pop-up shops and his future projects are influenced by The 'Burgh even if they are just from birth rights.

Fortunately, for those who were not in the city on August 5 and August 6, they are able to buy some remaining pieces from the collection at Premium Co.'s online shop here.

Allow curated looks from InTheRough along with models Hannibal Hopson and Rieko Copeland to capture the theme of Geiger and Premium Co.'s "Pixburgh Merch."