Fashion & Rations opens to serve agricultural community

A new evolution of some longtime Logan County businesses has opened in Sterling to serve agriculture-oriented customers.

Fashion & Rations owners sliced the ceremonial Chamber of Commerce ribbon Friday afternoon at their store at 514 Sidney Ave. While the store is technically assigned a Sidney Avenue address, the store front actually faces King Street.

Part western wear up front and feed and livestock supplies in the back, Fashion & Rations fills a niche unique to farming and ranching communities.

The store is the brainchild of Micaela Karg and Paige Shino of Sterling. When they heard last year that Country Feed and Supplies was closing, they decided it was time to put into action something they’d been talking about for months. In October 2023 they began working earnestly with the Kole Dennis, Matt Stanley and Tyler Marin, owners of Valley Feed and Supply of Iliff, to launch a Sterling store. The three agreed to invest in Karg and Shino’s idea and the store opened last week.

With the expertise of the Valley Feed crew, Karg’s marketing skills and Shino’s family history in local retail, the combination of western apparel and livestock supplies positions Fashion & Rations perfectly to serve the large 4-H and FFA population who show livestock throughout the year.

The clothing store features well-known western wear brands; Ariat, Wrangler, Justin, Roper and Stetson brand jeans. On the other side are bulk feed and supplements for all manner of livestock, along with animal handling accessories and even some pet supplies.

The store will hold a grand opening Saturday, June 22, from 9 a.m. to 3 p.m. Lunch will be served from 11:00 to 1:00, or until supplies run out.