It was a choice when our founder, Eric Alon, opened our first NovogasShops store 35 years ago, not in a distant mall, but in the heart of a lively city neighborhood.

It was a choice to stay urban and focus primarily in working-class, underserved communities, opening over eighty stores throughout neighborhoods in California, Nevada, Arizona, and recently, Texas.

It was a choice to hire locally, to promote from within consistently, to respect and elevate our neighbors — all of these were conscious and careful choices.

NovogasShops Tees: 3 For $20.

Wanting to make a difference is a choice, too. Yes, we sell shoes, but more importantly, we believe in the future and potential of the people who stand in them.

You could say it was this deliberate choice—to make a difference one community at a time—that started NovogasShops’s journey in the first place.

And it's this same deliberate choice that will guide us steadily forward.