Soul of 78: Nate Shoff
Store Manager, Bernard’s Store For Men
Words by Nick Norris | Images by Ryan McGill
Bernard's Store for Men, known for its timeless style and classic appeal, has been dressing Jasper's finest since 1949. Yet, through all these years, Bernard's has managed to keep its look fresh and its legacy relevant - a task made possible by skilled clothiers like store manager Nate Shoff. For Nate, this is more than a job; it's a personal expression.
"I view a lot of what I do not as just clothing, but as art," Nate says. "For me, building an outfit is almost an artistic take where I am able to play with color palettes and people's complexions. There is a little bit of nuance to it."
This nuanced approach to style has brought Nate's own flair to Jasper's beloved "Store for Men" for over five years. His influences come from a blend of elegance and rugged charm that he finds in icons like James Bond, Steve McQueen, and Cary Grant. He also draws on more personal memories:
"A lot of fashion also comes from the military, so there is an influence there as well," he shares. "And personally, I think about the 1950s, my grandfather. His white short-sleeved shirts, pencil ties, pencil leg pants. I think there's a little bit of every generation that I pull from that is appropriate for today."
Threading together styles from multiple generations requires diverse perspectives, and Nate's own is not only unique but essential.
"I like to think I bring my own taste — I hate to call it a youthful aspect but there is a 30-year age difference between me and the owner, Rusty Richardson," Nate explains. "He has been doing this for fifty years, and I think together we are able to pull from different influences and periods to create that classic Bernard's style."
Nate's commitment to Bernard's goes beyond clothing; he is passionate about helping others express themselves through fashion. This dedication has made him an invaluable part of Bernard's legacy.
"I'm here to provide a service, not to be a salesman," he says. "We're here to help guide you, teach you, and bring you into the comfort of confidently wearing your outfit based on your unique taste."
From artfully curated outfits to his personal touch in every detail, Nate Shoff's approach to style and service helps ensure that Bernard's remains a cornerstone of Jasper, blending tradition with a sense of timeless individuality for every customer who walks through its doors. 78