As a kid growing up in West County, Jeff became enamored with the city as early as he can remember. Craving excitement and adventure beyond the Denny's in Creve Coeur, he (and his twin bro, Randy) ditched the 'burbs and hopped on a Bi-State bus headed eastbound at every opportunity. Whether it was shopping for bongs on Cherokee Street or getting bamboozled by street hustlers hawking fake Rolex watches on pre-gentrified Washington Avenue, the city is where Jeff wanted to be. In 2010, he and Randy opened STL-Style on Cherokee Street, a retail shop and gathering space celebrating all things St. Louis, turning his fierce city pride into his job. If you're not sure about St. Louis yet, hit him up for a tour and any doubts will be put to rest.