Steve Ashworth started working at his namesake menswear retailer, Ashworth’s Clothing, on Fuquay-Varina’s Main Street at 9 years old. As a third-generation owner, following the footsteps of his father and grandfather, Steve says, “When you love it, it’s not work.”
“I love people and I wanted to be involved in what was going on in our town.”
Ashworth’s Clothing opened in September of 1937 and has remained rooted in the community while the town grew and fashions changed, offering off-the-rack and made-to-measure menswear, including suits, sports coats, shirts, outerwear, shoes, accessories, and popular national brands such as Peter Millar, Johnnie-O, and Barbour.
“We sell a lot of off-the-rack items — where you need a 42 regular coat, and you need it today. Or let’s say you need it for next weekend, and we can have the sleeves tailored and do that type of work for you,” Steve says.
“You have to know the taste and style of your clients,” Steve says, adding that he travels several times a year on buying trips to keep the store stocked with current and timeless styles.
Greeting customers with a friendly welcome and warm customer service have been hallmarks of Ashworth’s since the earliest days.
“We want to always welcome you. And then as we get to know you, we want to call your name when you return; we get to know your family, if that’s important to you,” says Steve. “There are a lot of people moving to these small communities because they want that, are looking for that in their life.”
Ashworth’s has been outfitting some local families for four generations, but the clothier’s customer base isn’t limited to Fuquay-Varina, or even North Carolina. Customers hail from California to New York to Florida.
“There’s a sense of pride that they’ve chosen us,” Steve says, especially when customers shop for items for milestone occasions and events, such as weddings and graduations.
“We are a destination,” he continues. “It’s a 6,000-square-foot store. We’ve got a lot of merchandise. … We realized you can’t sell to everybody. You try to serve your customer and do a great job.”
Despite fielding the question often, Steve’s never seriously considered moving Ashworth’s Clothing to Raleigh or a more populous area, preferring instead the small-town feel that Southern Wake affords.
“It’s a hometown. It’s where people want to be. The residents enjoy each other. They like knowing their barber, their doctor, the person that owns the restaurant, the person that owns the clothing store. This place has a sense of belonging. And when you come to Fuquay-Varina, you can feel it when you walk up and down the street.”
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