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Feels So Good retail shop in AustinAbout two years ago, after Justin Weems moved his commercial printing, T-shirt, records, and vintage-clothing company, Fine Southern Gentlemen, to new digs on East Alpine in Austin, he noticed something interesting and a little bothersome: the name Fine Southern Gentlemen no longer made a lick of sense.Lots of the customers in the physical store, not to mention the staff, were women, transgender, or nonbinary. The mail-order T-shirt arm did business around the world, not just in the South. After fifteen years of calling out to males below the Mason-Dixon, Fine Southern Gentlemen has become Feels So Good. Or, as the graphic Weems used to soft launch the name this June on Instagram puts it: “Fine Southern Gentlemen Is Now Feels So Good: New Name, Same…

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