Onward Reserve Grand Opening Party

My friends at Onward Reserve stumbled upon an outstanding opportunity in their hometown of Athens, GA.  Founder and CEO TJ Callaway saw a ‘For Lease’ sign at a location on Clayton Street, and knew he couldn’t pass it up.  He signed the lease and had the keys the next morning.  This was one month before college football season kicked off, so the entire team worked night and day to have the store ready before the first kickoff.

They met their goal of opening before the Buffalo vs. UGA game on 9/1.  While the store had quite a few more tweaks and additions, they were open for business.  Continuing at breakneck speed, they were prepared for their Grand Opening Party a couple weeks ago.  They pulled out all the stops – the store was fully stocked, there was excellent catering, and a great bartender taking care of all the libations.  I was lucky enough to get an invite, and I brought my camera.  The store really looks outstanding; it’s quite an experience, and worth the trip over to the Classic City.

Voted Social Primer’s 2012 Best Menswear Store in the South

Onward Reserve
146 East Clayton Street
Athens, GA



  1. 11/05/2012 / 8:28 PM

    Wow, that is a gorgeous store! It looks like it has been open for quite some time. Great job, y’all!

  2. Nick McFerren
    11/07/2012 / 10:19 PM

    Congrats to OR. Definitely my favorite men’s store to shop at. Keep up the good work!

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