THE TEAM
Lars.
Co-owner. Builds the digital shelf.
Lars opened Keep It Classic with Ray in 2023. He runs the online side of the shop. The catalog at keepitclassiclv.com, the photography pipeline that gets a piece from the back room to a listing, the email and the technical side of the website. The reason the digital shelf at Keep It Classic looks like the actual room and not like a generic Shopify storefront is because the same person walking the floor is the same person curating the listings.
What Lars does
Lars's lane is the catalog and everything that gets a piece from arrival to the front of the website. A new tote of pieces lands on the shop floor; the keepers get cleaned, graded, measured, and photographed; Lars writes the listing, builds the metadata, takes the shots, and pushes the piece to the live catalog. The decisions about how a piece is described, which collection it belongs to, what era it lives in, and how it shows up in search are all his calls. The infrastructure side of the shop is also his lane. The transactional emails that arrive in customers' inboxes, the way collections get organized, the SEO that decides whether a Hulkamania-era tee shows up when somebody searches for one in Las Vegas, and the technical scaffolding that keeps the site fast. All of it lives in his work. The room is the proof; the website is the reach.
A specific story
The shop's photography setup started as a single softbox in the back corner of the unit. Two years in, the catalog has grown to over a thousand active listings, and every photo on the site is a piece Lars personally shot. There are pieces in the catalog where the photo is clearly the second draft because the first one did not do justice to the fabric, the colorway, or the era. Anyone who has bought a piece sight-unseen from the website and had it arrive looking exactly like it looked online has Lars to thank for that.
What to look at
What Lars would point you at right now: the Nintendo collection. The catalog metadata on the retro games is some of the cleanest in the shop, and it is the easiest place to feel the difference between a vintage shop website and a marketplace listing.