Edward Dorville loves to promote his hometown of Las Vegas.
Through his “Vegas Apparel” business, Dorville created several “LV” and Las Vegas-centric logos for hats and T-shirts that he sold online and at special events to locals, friends and tourists.
With his newly opened store in downtown Las Vegas’ Container Park, Dorville has expanded his merchandise, as well as his customer base.
LVCK by Vegas Apparel takes up a 12-foot-by-24-foot container on the development’s third level.
Dorville, 29, offers a selection of baseball-style hats and T-shirts featuring his own logos. The store also features merchandise from other designers, including fashion and vintage products by noted sports retailers Mitchell &Ness and American Needle for various professional baseball, football, basketball and hockey teams.
Recently, Dorville added hats and T-shirts from The Money Team, the sports retail-branded franchise owned by world champion boxer Floyd Mayweather Jr.
Dorville said he approached Mayweather’s group on his own and pitched his Container Park location to sell the merchandise that is similar to the hats and shirts Mayweather wears into the boxing ring.
“I was able to get the account because of the way I approached them,” said Dorville, a native of the Dominican Republic who was raised in Las Vegas. “I talked to them about hard work and dedication and my commitment to Las Vegas. Floyd Mayweather has all his fights in Las Vegas, and he’s committed to the community.”
Dorville attended Advanced Technologies Academy to study graphic design. He worked for the Las Vegas Latin Chamber of Commerce for 10 years, as sort of a utility player, doing every job possible, from graphic design, website development, communications and information technology.
During that time, he developed his unique Las Vegas logos.
“I would travel around the country and all these cities had their own professional sports teams,” Dorville said. “I just started to design my own hats and logos with that in mind.”
Although he has nearly a dozen products, Dorville only offers a few of the items in his store. Two of the T-shirt designs are styled after sports franchises, using the sayings “Bets LV” and “24/7.” He also sells a T-shirt with the logo “Mob City.”
“It’s all about creating a camaraderie or bond with the city,” he said.
The majority of LVCK’s merchandise sells for $26 to $32. The Money Team merchandise has a higher price tag. Two of the hats sell for $45; with another hat retailing for $70.
Dorville beat out dozens of other businesses for one of the coveted 38 spots in Container Park. It’s located on East Fremont Street, within walking distance of the revitalized Fremont East Entertainment District.
Dorville negotiated the lease and is proud that his business is independently owned.
“I’m very happy with the opportunity they have given me and to be picked is an accomplishment on its own,” Dorville said. “I always wanted to be a baseball player, but that didn’t happen. Now, this is my livelihood.”
Having a physical store in Container Park also provides Dorville with actual sales figures to back up his business plan when he decides to expand.
Dorville said Container Park seems to be attracting mostly locals since its opening in December.
“They like the idea of a something unique, that is truly Las Vegas,” he said.
Contact reporter Howard Stutz at email@example.com or 702-477-3871. Follow @howardstutz on Twitter.