While sitting on a back patio in a foreign country PLOW. comes to mind and is pushed off. A year is spent trying to figure out what to do with the design. The word PLOW. in the middle of a North Dakota state outline is where it now stands.
North Dakota State University freshman Andrew Abernathey, along with his cousin Thane Lund and friend Blake Preszler, developed the line of products for PLOW. from Lund’s original idea. Soon after the idea was discussed more thoroughly, it became a mass production of different styles of hats and other products.
“I first developed this idea when I was working in Korea,” Preszler said. “It was more than just the word, it was a longing for the prairie and openness.”
Preszler spent a year mulling over the thought of PLOW..
“I was back in North Dakota working near Portal,” Preszler said. “Thane was back in North Dakota too.”
The two would meet up on occasion, bringing sketchbooks and drawing up different thoughts. Once PLOW. became something more than just sketches in a notebook, Lund contacted Abernathey to help with the sale of products.
“Andrew started selling the hats,” Preszler said. “Things really took off.”
A goal of PLOW.’s is to keep the rural and old culture of North Dakota alive.
“I think it has a meaning, it’s more than just a logo,” Abernathey said. “Plow is a farmer’s tool and a type of farming equipment. Farmers are known for being durable and reliable, just as I try to make our company and clothing durable and reliable.”
PLOW. has been made into so much more. Abernathey, Lund and Preszler make this obvious by using creative designs and North Dakota pride. They are proving to all that a small logo can form a successful business.
“It’s putting North Dakota’s morals into clothing,” Abernathey said. “We are a great state and I don’t think there is any other universal word that could describe us as well as plow does.”
Plow has taken on a new meaning to become something more than just a tool used in farming. The word plow is a farming term for most, but now it means more.
“I hear lots of things from others,” Abernathey said. “Too many to even say. That’s what's great about it.”
This word is used to describe the culture of the rural state. It produces a clothing design that isn’t only worn by farmers but those who have discovered the brand, such as skaters. The T-shirt design is made to be universal for all.
“Everybody likes it,” Abernathey said. “No matter what their background is.”
PLOW. is not the only part that has changed since the beginning.
“I’ve never been what you could say fashionable,” Abernathey said. “But now I look into seasonal colors for product designs.”
PLOW. also has helped Abernathey to strive for a minor in business among his other college studies.
“I’m going to college for ag econ,” Abernathey said. “With a minor in business and a pilot’s license for fun.”
PLOW. may seem small but word is getting around and more people are discovering it, including Century High School sophomore Chase Geer.
“I saw people at Young Life wearing the hats,” Geer said. “I thought they were pretty cool.”
People hear about PLOW. in different ways, whether it is from seeing it on the streets or being good friends with one of the three owners. They also use different methods to sell their products to the public.
“There are interesting ways to sell and get our products out there.” Preszler said.
PLOW. products can be bought on their website or a small Indie shop in Fargo called Unglued. Although Abernathey has been said to sell products straight from what he is wearing and friend Paxton Engelhard has exeperienced this first hand.
“I don’t know how many times I’ve been with Andrew and somebody will see he’s wearing his PLOW. belt buckle,” Engelhard said. “He will sell it right off his belt, and have no belt buckle the rest of that day!”
Each owner has helped the company flourish. Abernathey is focused on sales, Preszler on company direction and Lund is talented with art and design. All of these skills keep things flowing together smoothly.
“I like to think really big,” Lund said. “I try to create something unique, powerful, and bring it close to my North Dakota upbringing.”
PLOW. is a working company that has goals for now and the future. A big part is showing that North Dakota’s culture is still alive and thriving, even after the changes over the years.
“It’s not about just plowing a field,” Lund said. “But the notions people have about a place and its culture.”