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This article is sponsored by Matter of Fact, a curated men’s clothing store in St. Petersburg located at 1029 Central Avenue. They also have an online shop.

Matter of Fact is a men’s clothing boutique at 1029 Central Avenue in the EDGE District of St. Pete, and it all began as a joke between two friends. Three years since its debut, Matter of Fact has become an essential spot for men looking to upgrade their wardrobes in the summer heat of Florida. Owner Matthew Baker meticulously curates the 1,600-square-foot space to spotlight not just major surf brands, but newer labels you’ve never seen before. This means Baker doesn’t bring in shirts and swimwear in bulk, and once an item sells out, it’s out of the store forever.

If you told Baker back in high school that he would be the proud owner of a clothing store, he probably wouldn’t have believed you. Yes, he was runner up for “Best Dressed” in his class, but making the entrepreneurially endeavor into owning his own brick-and-mortar was never in the cards, stars, or tea leaves. In fact, Baker spent years in the corporate world doing sales. But he finally had enough of the grind, and says he infinitely prefers working for himself. Amanda Henderson, who owns Ashe Couture next door, was the one who help push Baker in the direction of opening his shop.

Before we continue, we’d just like to remind you that while Matter of Fact operates a wonderful brick-and-mortar location in St. Petersburg, they also have an online shop and can ship nationwide.

When you first enter Matter of Fact you’re bound to be greeted by Lincoln the shop dog. The sweet and trendy pooch is 50 pounds of gregarious, and is emblematic of the overall vibe in this shop. Immediately to your right when you enter are a wall of hats. Flat brims, snapback, and dad hats are represented on the shelves. A few steps further and you’ll found a tower of bathing suits.

While the shop has everything you may need for a day out on the boat, or kayak, Matter of Fact is also serving up styles fit for workouts, nights out, and even the office. I have a particular proclivity for styles from Katin and Roark. Major brands you may be familiar with such as Vans, Billabong, and RVCA are also featured inside the shop.

Baker, along with myriad other St. Pete business owner felt the weight of the pandemic on their small business. the shop owners resolve to reach customers was never in doubt. Baker would show up early in the morning, film his inventory, and interact with customers direct in messages. He would go for to door for local deliveries. That commitment to serving his community has endeared so many to the Matter of Fact store.

How do you curated a shop like this? Baker spends copious hours studying the style of St. Pete residents, and tries to buy based on those trends he’s observing. For retail, that means eyeing trends 6-9 months in advance for ordering purposes.

Events are coming back, by the way. They’ve hosted tequila tastings, bourbon tastings, cigar rolling classes, and men’s mobility workshops. You can stay up to date on the latest events coming to Matter of Fact by following the shop on Instagram.

For those who struggle with shopping, this shop is a breath of fresh air. It’s compact, curated, and casual. Kenny Flowers, one brand featured in the shop, is the creation of a lifelong friend of Baker. It’s a joy to see this matrimony of two creative paths coming together. What’s more rewarding for Baker is to see that brand in particular fly off the shelves.

Shop Matter of Fact online and ship to anywhere in the country. Visit Matter of Fact at 1029 Central Avenue. Don’t miss out on a major anniversary celebration for the store happening this April!

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