Charlie Hustle's New Owners Plan Thoughtful Growth While Honoring Roots

A beloved Kansas City brand enters a new era. Can the Gary brothers expand Charlie Hustle without losing the magic that made it a favorite?

, and Administrator

2026 April 4 . 10:02 AM

1 min read

The image shows a clothing store filled with lots of clothes on display, with mannequins wearing hats, clothes hung on hangers, and lights on the ceiling. There is also a board with text, likely advertising the best clothing stores in Seoul.

Charlie Hustle's New Owners Plan Thoughtful Growth While Honoring Roots

Charlie Hustle, the brand known for its KC Heart design, has new owners as of April 2025. The Gary brothers took over the company and now serve as co-presidents. They plan to grow the business while keeping its creative roots firmly in place. Founded by Chase McAnulty, Charlie Hustle first gained national attention in 2014. The brand's signature KC Heart design became a local and then nationwide favourite. Under new ownership, the company will stay true to its 'vintage made fresh' approach.

The Gary brothers have launched House of Hustle, a sub-brand aimed at expanding the product range. This new line will work alongside Charlie Hustle, sharing the same core values. Products like polos and quarter-zips will be introduced gradually to maintain quality and customer trust.

Expansion will happen city by city, with local partners helping to shape each market's identity. Matt Gary, one of the co-owners, has stressed that growth will be steady and deliberate. The goal is to avoid rushing into new areas at the cost of authenticity or brand loyalty.

Unlike their other business ventures, the Gary brothers see Charlie Hustle as a boutique project. They intend to use existing infrastructure to support growth while preserving the brand's hometown-first ethos. The new leadership aims to build on Charlie Hustle's success without losing its original charm. House of Hustle will add variety, but the focus remains on quality and local connection. The brand's future will depend on balancing expansion with the values that made it popular in the first place.