@beerindigo answers the 10@10

Good evening folks

I hope you’re having a grand week so far as, I imagine, we all get back into the swing of things and that post-Christmas hangover starts to subside…

…no? Well, here at CC, we like to help our avid readers out and please see tonight’s post as a little “denim detox”…

…tonight’s chap is @beerindigo, a feed full of indigo goodness, workwear, boots AND beer 😬 So much for that “detox”. Hey! Diet starts on Monday. Am I right?

So, with that in mind, sit back, relax and crack open a cold one as we hand the mic over to Shane aka @beerindigo who answers the clobbercalm 10@10.



NAME: Shane David aka @beerindigo
AGE: 37
LOCATION: Pennsylvania, USA
OCCUPATION: Project Engineer for a Construction Company & Part-Time Leather Craftsman

1. So Why Instagram?

IG is the first social media platform I have found that focuses more on images and less on drama, which is ideal for people like me with a short attention span. IG has proven to draw communities of like minded individuals together, creating small groups of internet friends. And in some cases IG has led to meeting people in real life. I live in a very small town and do not see any people with my same interests so IG is an outlet to connect and discover extensions of the workwear community. Communication with many makers is top notch on IG as well, which is priceless when it comes to sizing and fit questions.


2. Why Denim, Boots, Workwear, Ruggedness?

The old saying “Quality over quantity” is a phrase I try to live by. I have a minimalist mentality and having long lasting well made goods makes owning less stuff possible. I do have more boots than I actually need, but I find great satisfaction in knowing I may very well have them the rest of my life. The ability to repair boots and denim that have evolved daily along my personal journey through life is a concept that appeals to me. These things begin to develop a soul and you become almost spiritually connected to them. It might be a hard concept to wrap your head around until you have experienced it yourself.

3. What are your thoughts on the rise in popularity of “Instafashion” and the community it is creating?

To me, fashion is completely based upon appearance and not construction. I appreciate the style of workwear that is thriving on Instagram, but also the construction that comes with the right selection of vendors/makers and their products. IG has made it easier than ever to identify new makers, new styles, see how things fit and how they wear on other people. As long as people consider quality when following or promoting fashion on IG I am all for it since it helps us make better selections and decisions. I have seen some cases of people promoting brands that I personally experienced poor build quality from. Knowing that many brands try to use IG feeds as influencers, I think everybody needs to be cautious of the shameless promotions of free goods that others may have received in exchange for posts. As far as community goes, I am blown away by the relationships I have made on IG.

4. Top 3 brands to shop and why?

That’s an extremely difficult question to answer because there are so many good brands out there that all excel in different ways. Shockoe Atelier comes to mind, being located in Virginia and making some great products with really interesting materials and great fits. Iron Heart has to be on my list, although I only have a flannel from the brand currently, the quality and detail is a step above most. I do intend to start an Iron Heart denim project soon. 3sixteen is another brand I love for their flannels and shadow selvedge type 3 jackets.


5. Where’s your favourite place to shop these brands?

I shop almost completely online since there are no local shops for me to visit. I would prefer to shop small and local but it isn’t really an option currently. I typically search manufacturer websites, vendor websites, Ebay & Grailed. I also frequently check Heddels sales short list looking for deals. Withered Fig is another source I use, it is a newer store opened by another member of the IG workwear community.

6. When did you decide to voice and share your love for your threads on social media?

I started with boots a couple years ago but I was posting them occasionally on my leather goods IG page @heritageandhide. I decided to separate my personal interests from my leather work during the middle of 2016 when I started “beerindigo”. My personal page consists primarily of beer and workwear, which are passions of mine.


7. What’s the secret behind your great images; Who takes them? When are they taken? How do you capture the magic your followers enjoy so much?

I don’t think my images are great by any means but they are the best I can do with my cell phone camera. I really don’t use filters and I try to capture true colours in outdoor lighting as often as possible so others can get a more accurate sense of how things look in real life. I have taken every picture myself, sometimes with help from a timer setting.


8. What feeds do you like to follow and check in on? Who should we check out?

@clobbercalm of course is on the regular list. @bigdudeindenim has a great page and he is a great character to follow. @scwaudby_33 is another page with awesome content, a great social member of the IG community, and those ridiculous kudu Truman boots of his are insane. @trumanbootcompany I often check to see if there is a ready stock sale of boots available, gotta find those sales! @bothrops1 is one of the first people I remember following for his great style and circles of boots. @railcarfinegoods is very entertaining as they always show more raw images of how their shop looks, and things in the works. They offer a bit more inside perspective than most. @corymahlke might be the most creative and interesting person to follow, such original content. Tons of planning goes into every shot he posts. @fort_box_ for his “enthusiastic feelings towards shoes” as he puts it. @shibooee has great style and posts great images. There are so many great people and great feeds on IG I know I am forgetting many of them, and I apologise for that.

9. What tips would you give new starters on Instagram to help them get there feed off the ground and successful?

I would say not to worry about being successful, just post what you love. Just be yourself. Follow, like, comment and ask questions on other like-minded feeds and you will quickly build relationships and learn a ton about your interest and about other people.


10. And Lucky Last, You’re going to be stranded on a desert island, you can take 1 outfit (4 items) and 1 drink ONLY with you. 

What would they be? Who made them? Why are you taking them? What would they be? Who made them? And Why?

3sixteen shadow selvedge Type 3 jacket. This jacket is just perfect, from the length to the denim to the details. I have been wearing it almost every weekday since I picked it up. I would even try to wear it on a desert island.

Viberg Natural Chromexcel Service Boots. I just think they are the perfect boot.
Iron Heart mini-herringbone flannel. So well made and a perfect fit, plus it would make such a nice camp flag on the beach assuming it would be to warm to wear it.

Naked & Famous Broken Twill Elephant 6 Denim. Current denim project and this fabric is beautiful so far showing light fades. I am certainly not prepared to survive on a desert island as I am dealing with sub zero temps here in PA as I write this.

My drink of choice would be a Belgian Lambic. Cantillon Gueuze since I must pick one, although there are so many amazing ones. I could sit on the beach dreaming about the masterful spontaneous fermentation and barrel ageing used to create this funky, tart and refreshing beverage. Plus I wouldn’t be alone on the island because I would have a bottle full of living Lambic to keep me company.


Really great stuff Shane! Loving the feed my man + the drink choice is right up my street, a nice, tart Lambic would be in contention for me tbh. Also, the 3sixteen Shadow Selvedge Type 3 is my next purchase so sounds like we’d be packing similar for THE island ha!

In all seriousness, thanks for taking the time out, cracking read. Look forward to seeing the Iron Heart denim project when that gets going. Speak soon bud.

Now then, there’s tons of content going out this weekend so stay tuned for that people plus, I’m sure, Ben will keep you entertained through his feed in the meantime. Who’s outfit choice will you go with tomorrow? The train keeps a-rolling…

Peace out.

Cal @clobbercalm.cal


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