BUCKTOWN — Uprise, a skate shop that opened almost 20 years ago along Milwaukee Avenue and has throngs of loyal customers, plans to double in size and expand into an empty neighboring storefront.
Set to open July 1, Uprise's extra space will be created by knocking out a wall separating the store from its next store retail spot, formerly occupied by Odd Obsession Movies, which relocated a few doors north last spring.
Located at the base of a three-story building at 1820 N. Milwaukee Ave. that is so vintage it still has a fire escape out front, Uprise is owned by Uriah Ruta, who started the store in November 1997.
The shop sells skateboards, wheels, Van's shoes, apparel and more. It employs five full-time workers, including Uriah Ruta's brother, Michael, and longtime GM Ken Keistler.
When asked to elaborate on what they think has allowed Uprise to thrive, Keistler chalked it up to passion.
"We are all skateboarders running a skateboard shop and we have the passion and love to make it happen, no matter what," Keistler said. "It makes a difference when buying a skateboard from a skateboarder than not."
In a 2010 Tribune report, Keistler, then 33, said he was "a lifer" and "one of those people who can't walk away" from skateboarding.
But if folks are looking to buy the latest trendy boards, such as Hoverboard, Keistler, who has remained authentic to the sport, suggests moving on.
"We would never sell a hoverboard even though we know we could make money off of them. It's not our thing. We stick to just skateboarding, no gimmicks," Keistler said.
Keistler said he got the idea to expand when Odd Obsessions Movies relocated and the space became available.
The papered over storefront next store to Uprise will add more room for Vans shoes. [DNAinfo/Alisa Hauser]
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