Wear our heart with pride
Totally online (for now) - Local pride delivered straight to your doorstep
introducing The freakin' eurekan logo
A Symbol of Collective Pride
Check out the full story here...
Pt. 1: A little girl's dream come true
Hi, I'm Ariell. I own, create, and run this project. I've lived here in Eureka Springs since 2022 – a bona fide "Freakin' Eurekan," a term of endearment and pride among some locals.
Since I was a little girl, I dreamt of supporting sustainable brands, elevating good work projects, and advocating for positive change in the world. I didn’t know how or where to start back then.
I also loved expressing myself through fashion. As I got older, I made clothes, designed jewelry, and spent seven years runway modeling. I came super close to studying fashion design. >>>
Pt. 2: A logo that birthed a (really) big idea
One day in February 2025, while I was driving through the gentle, winding streets of Eureka Springs, I had a sudden idea.
A logo appeared in my mind, slowly forming into something meaningful. I wondered, what if people in the community could wear something that inspires empowerment, collective growth, and positive change? What if we believed that each of us, as individuals, is part of the change we want to see? I spent two days drawing, scribbling, dreaming, and planning, and that’s how The Freakin' Eurekan was born. >>>
Pt. 3: A symbol with deep meaning
Our logo, chok full of intentionality and meaning, is the reason this brand exists.
Formed by a single line that, when stretched out, signifies our past and present and points to our bright, collective, community future, our logo illuminates where we have been, who we are, and who we are becoming.
This unbroken line then wraps into an open heart around a dual symbol: "fe" for Freakin' Eurekan, a beloved local term for some, and "be" for the intended freedom to be ourselves — celebrating us as a community that welcomes our individual authenticity. >>>
Pt. 4: Just the beginning...
It might sound cliché, but this is just the beginning. This is the first step, a brave move into something new and meaningful.
Something you gotta know about me; I am a super intentional person. Everything from researching ethical suppliers, planning new brand offshoots that will further uplift and honor our local community, holding myself and our partners to the highest level of integrity and heart, and more.
Our brand is all about community, big ideas, and creating something for now and the future — all with a focus on supporting our local community first.
Local Pride
Real people who really love this town.
Grassroots support
Be part of the movement from day one.
Open Heart
Because we are better for it.
Locals First
At the TFE Launch, locals showed up in support of something bigger for our community.
Hello, discount!
Enter THANKYOU10 at checkout for 10% off your first order.
Feel Good. Do Good.
Why Goex Apparel?
Goex Apparel, located in Kansas City, MO, is TFE's fair trade garment supplier.
We make the designs; they print and ship it.
As a company and brand, we care about partnering with ethical and eco-friendly suppliers, and high-integrity local partnerships whenever possible. Right now, Goex supports our mission of a higher standard.
It might not always be easy to choose a better way forward, but we promise to always do our best. Simply put, this ain't no ordinary t-shirt company; we are a movement with heart.
1st Edition Merch
Finally, a brand for everyone who finds a piece of themselves in Eureka Springs.
Dylan Buyskes of Onion Studio
I cannot thank the very talented and professional Dylan Buyskes of Onion Studio enough for understanding my vision and doing such an amazing job of capturing the heart and soul of TFE's Soft Launch. I am so grateful for his work.
If you are looking for a dependable, skilled local photographer and videographer, look no further. I couldn't recommend him more.
Much appreciated!
Thank you for your unwavering support and solid advice from day one. Hosting the Soft Launch of TFE in your studio space was such a perfect fit for what I needed, and you handed over the keys and gave me free reign without batting an eye. I'm grateful to have you as part of our community and am excited to partner with you and see what you do next.
Charleigh is a fierce local supporter and offers a variety of dance and fitness classes as well as manages and dances in her burlesque show every Saturday night - check her out!
Thank you so much!
To everyone who has supported this fledgling project, whether at the Soft Launch, Brews, or at work, I sincerely thank you. I’m excited to introduce and grow a brand that will always seek to represent our values, roots, and hopes for the future in real, actionable (and fashionable) ways.
To my close friends (I'm looking at you, Ty!) and daily coffee-sipping companions who have been cheering me on from the start — you’ve been my steady support when I doubted myself. I genuinely couldn't ask for better people in my corner. Thank you for being with me every step of the way.
My Number One Fan
You have wholeheartedly supported me since those first brainstorm scribbles on a piece of drawing paper, listening intently to my long list of big ideas, providing thoughtful feedback and advice, and growing to love this project as much as I do. I can't tell you how much it means to see you beam with pride in your brand gear.
Thank you for always being a safe, comforting set of arms to fall into, reassuring me of your support and that I am on the right path. A girl couldn't ask for a better partner. You're my forever favorite, Bear.
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