VAVLT clothing store opens in Provo

Customers take pictures in the photobooth at the VAVLT grand opening event. VALVT is a sportswear clothing store that opened near Alpine Village. (VAVLT)

Fall is underway and new styles are starting. And new styles mean new stores.

VAVLT, a men’s sportswear and lifestyle clothing store, opened its doors with a grand opening event on Oct. 9 at 1378 North Freedom Boulevard underneath the Alpine Village Apartments.

The owners offered free mocktails, food trucks, a professional photo booth with free prints and giveaways. People found out through word of mouth or through social media. The first purchase was made shortly after 8 p.m., and everyone inside the store cheered.

VAVLT carries brands such as Herschel Supply Co., Puma, ICNY, Zanerobe, Saucony, Mitchell & Ness, Creative Recreation, Native Footwear, Nike and Adidas.

A customer shops at the VAVLT grand opening. VAVLT sells primarily to men, but co-owners said they will expand as the store grows. (Lexi Erickson)

Alex Nicholes, a co-founder of VAVLT, said they’ve been working on remodeling the space since last year. “It’s pretty cool,” Nicholes said. “Everything in here is custom made. We built this all ourselves…”

Nicholes said his brother has owned businesses before and knows what he is doing. Chase Lewis has been working with the company for the last nine months. He has helped with the photography on the online website.

“One thing that’s really cool is we design a line of socks,” Lewis said. “The line of socks is called Socktimus Prime.”

Other than socks, VAVLT also sells shirts, jackets, pants, shoes, backpacks and activewear. Customer Rachel Cerchiari enjoyed the event. “The clothing is rad,” Cerchiari said. “I think it’s also a good location because it’s below Alpine Village. A lot of people pass by here.”

Right now, VAVLT mostly sells men’s clothing. Lewis said they do sell a couple pairs of women’s shoes and have a line of designed t-shirts for women. They plan to sell more women’s clothing in the future.

VAVLT is a new store selling men’s activewear and other clothing items. (Lexi Erickson)

Brayden Payne heard about the event from his friend, Ben Collett. “I think the clothing is pretty fresh,” Payne said. “I would shop here for my birthday and Christmas.”

Collett said he enjoyed the event. “I think the idea is really awesome,” Collett said. “I liked the event. I enjoyed the music and the food.”

VAVLT is now open to the public. Visit VAVLT for men’s sportswear and lifestyle clothing. The website is also available at


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