Seven years ago, my family and I moved here from Texas. I came as what they call a “trailing spouse” at Notre Dame, and like anyone stepping into a new chapter, I was looking for a way to leave my mark on my new community.

That’s how South Bend Locals began. What started as a small creative outlet quickly became a way to move the needle on how people felt about this place — to give those already on fire for it some extra ammunition. I always saw the possibilities in this city and still do.

For me, South Bend Locals was a love letter to the people who rolled up their sleeves and helped this rust-belt city rise again — the dreamers, makers, builders, and believers who saw something worth fighting for here. Through our designs, short films, collaborations, and conversations, I’ve tried to capture that spirit. My hope is that the time and effort poured into it was felt by those very people I set out to celebrate.

As our family prepares to move back home to Texas, I’ve decided it’s time to close this chapter. South Bend Locals has always been an external reflection of who I am, and it feels right to let it rest while it still represents that vision honestly.

I want to thank everyone who supported the brand — our friends and fans who joined the online community, wore the shirts and hats, shared the videos, enjoyed a pour of our locally made bourbon, and stopped by at events just to say hello. You reminded me that pride in place is contagious, and that community is built one conversation, one handshake, one story at a time.

South Bend Locals was never just about merchandise; it was about connection, creativity, and belonging. Those things don’t end here — they live on in the people who continue to see the beauty and grit of this city every day.

Thank you, South Bend, for letting me tell your story.

– John Reynolds
Founder, South Bend Locals