SCM Clothing company in FeltonBusiness Main Street SLV 

SCM Clothing Company Moves to Felton

Sought After Local Designs and Santa Cruz Mountains Vibe

By Julie Horner

The much loved Santa Cruz Mountains themed apparel shop, SCM Clothing Company, that previously occupied the service bay at the gas station known as “Goober’s” in Ben Lomond has reopened under new ownership in Felton. SCM Clothing has joined forces with Redwood Coast Glass and celebrated its grand reopening at the new location in December. According to business partners Christie Herting and Erica Dogherra, they’ve “taken over” the glass shop with custom printed mountain-inspired t-shirts, hats, hoodies, onesies, and outerwear and accessories of all kinds. Stylin’ SCM threads and a pipe to keep in your front pocket. It really is the perfect marriage of chill mountain vibe.

Redwood Coast Glass has occupied the storefront that faces Highway 9, across the driveway from Mountain Community Resources in Felton for nearly seven years. Run by Brian Dogherra and business partner Larry Becker, the building itself has been in the family for quite some time. The smoke shop specializes in exquisite art glass from mostly local crafters. Now that wife Erica and co-owner Christie have moved in, and together with their teenagers, they have formed a family empire specializing in essential swag.

Herting and Dogherra met through their daughters, who were best friends in Junior High. “It was like love at first sight,” Herting said. “We’ve been best friends since the day we met.” The two of them had been trying to find a business to start together and jumped on the opportunity to purchase SCM Clothing from founders Jared Dueker and Cindy Haro back in November 2021. 

Dueker and Haro started SCM Clothing 14 years ago. “Cindy’s dad owns Goober’s,” Herting said. “Jared loved doing the artwork and they just started making T-shirts one day, and it took off.” Dueker and Haro both had full time jobs, so they were only open seasonally and on select weekends. The shop closed permanently in 2019 and Herting said Jared and Cindy are planning to move to the Sierras. The business availability came by word of mouth. “The opportunity arose a few days before Thanksgiving,” Dogherra said, “and we made the decision a couple days after Thanksgiving.” 

It was a mad scramble to secure the inventory and move it to Felton before the Christmas rush. Dogherra works at a local hospital and spent her time off over the holidays with Herting to get the store settled. “I have to keep my job, but my husband is here to help!” The shop is open daily from 11:00 am to 6:30 pm.

SCM Clothing Company features the flagship Jared Dueker original designs and the latest graphic trends. The Dogherra family of artists also contributes designs. “We can do custom work,” Herting said. So if you like a design but want some things moved around or added, they can do that. 

SCM Clothing Company, 6116 Highway 9, Unit 1, Felton
FB: @ScmClothing | (831) 566-1846

Featured photo: The SCM team pictured L to R: Brian Dogherra, Angel Dogherra, Erica Dogherra, Christie Herting, Camara Darlene, and Johnny Deep | Photo by Julie Horner

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