He finally settled on two hats in different colors from Stormy Kromer, which have been made in Ironwood, Michigan, for more than 100 years. He also picked up a vest, a recent addition to Stormy Kromer's apparel catalog, reflecting the success of what sales rep Joel Anderson called "the Trojan horse approach."

"They come for the hats, because that's what we're known for, and they find our apparel," said Anderson, whose brand was one of few at NorthernGRADE that fell into the heritage category (along with Red Wing) for its long history. While Stormy Kromer is an established brand, being in the same space alongside up-and-coming brands puts it in front of a new, younger audience of consumers and potential wholesalers.

"It's a three-pronged approach. Educate consumers on our rich history and story, meet fellow vendors, and get new retail business," he said. "You never know who's going to come in."