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Animal Instincts

With a newly debuted brick-and-mortar shop at Ponce City Market, Elk Head Clothing co-founder Garrett Hilgendorf is outfitting local gents for the season ahead.

RUGGEDLY HANDSOME
Elk Head Clothing co-founder and designer Garrett Hilgendorf in his new Ponce City Market shop 

“From a really young age, I knew fashion was my passion,” says Elk Head Clothing co-founder and designer Garrett Hilgendorf. The Michigan native may have first arrived in town to study exercise science at Life University in Marietta, but the dapper young man had an eye for style. “I wanted to pursue something I was passionate about,” he offers.

The menswear label, which he launched with business partner Jonathan Ruane in 2015, now boasts a brand-new brick-and-mortar shop in buzzy Ponce City Market. “There is something very organic about Elk Head being at PCM,” says Hilgendorf, who heralds the shopping mecca’s rugged, industrial spirit as a perfect match for his luxe line of everyday office and weekend wardrobe essentials. The collection of Oxford popovers ($98 to $108), work-to-weekend shirts ($108 to $118) and tailored trousers ($148) is rounded out by Naked and Famous denim ($135 to $140) and simple duck canvas backpacks ($138). “The Michigan landscape definitely influences my design, as [does] Atlanta and its city culture,” says Hilgendorf. “I use a lot of earth tones, and I focus on textures, so the aesthetic is rugged in terms of textures and fabrics—but modern and refined silhouettes.”

Hilgendorf’s pick for the perfect piece for this season? “Our signature elbow-patch shirts are great for fall,” he says. “I’ve utilized textured fabrics for the body, and the elbow patches are a utilitarian detail that are good for everyday wear and also add subtle style and character.”

Sounds like he’s the man for all seasons to us. 675 Ponce de Leon Ave., Ste. N217, 404.565.0951

HILGENDORF’S HOTS
The BeltLine, The Mercury’s Bloody Mary, rugby, H&F Burger

HILGENDORF’S NOTS
Atlanta’s humidity