Meet Cole Lundstrom of Downtown

Today we’d like to introduce you to Cole Lundstrom.

Hi Cole, so excited to have you with us today. What can you tell us about your story?
I got started in the apparel world about 15 years ago, just figuring things out as I went. At the beginning it was me printing shirts for local bands, small businesses, and anyone who would give me a shot. What started as curiosity turned into a career as I learned screen printing, embroidery, live event printing, and eventually digital options like DTF transfers.

I’ve always been drawn to the energy of live events. There’s something special about printing shirts or hats right in front of people. It becomes more than just merch—it turns into an experience. That’s what sparked the idea for Merch Troop. I wanted to create a company that could deliver that excitement while also offering full service custom apparel and promotional products.

Today, Merch Troop is built to help brands and events create real connections. Sometimes that means live activations, other times it’s outfitting a company with custom merch or shipping transfers to shops across the country. Everything I’ve learned along the way has shaped how we work and what we offer, and I’m proud of how far it’s come.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road. Like most people who start a business, I went through seasons of trial and error. Early on, I didn’t always have the right equipment or resources, so I had to get creative and push through with what I had. There were times when orders didn’t go as planned, deadlines felt impossible, or I simply didn’t know what the next step should be.

One of the biggest struggles has been balancing growth with stability. It’s easy to say yes to everything, but if the systems and people aren’t in place, that growth can actually set you back. I’ve had to learn how to say no, how to slow down when needed, and how to invest in processes so the work is sustainable.

The challenges have taught me a lot. They forced me to focus on building something long term instead of just chasing quick wins. Every tough moment shaped the way I run Merch Troop today and gave me the perspective to keep moving forward when things get messy.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
What I’m most proud of is that Merch Troop has become more than just a printing company. We’re a partner that helps businesses and events tell their story through merchandise. What sets us apart is the focus on experience. Anyone can sell a T-shirt, but not everyone can create a moment where people get to design it, see it printed live, and walk away with something they’ll actually remember. That mix of creativity, technology, and customer focus is what makes Merch Troop unique.

What do you like and dislike about the city?
What I like best about LA is the energy and diversity. There’s always something happening here, whether it’s music, sports, art, or food. The mix of cultures makes it one of the most creative places in the world, and that flows right into the apparel industry. Being surrounded by that energy has pushed me to think bigger and more creatively with my own work.

What I like least is the traffic and the cost of doing business. Both can wear you down. Getting across town can take hours, and the overhead to operate here is a lot higher than most other cities. But at the same time, those challenges come with the territory, and the opportunities here make it worth it.

Pricing:

• 2500 Minimum

Contact Info:

• Website: https://merchtroop.com
• Instagram: https://instagram.com/merchtroop