Storm Fine Apparel

Owner, curator and devoted mother Traci Gendron has carved out an incredible downtown Fort Collins brick-and-mortar with an inspiring mission in her boutique, Storm Fine Apparel. Located in the heart of Old Town, Storm is an immaculately designed storefront catering to both men’s and women’s fashion. Traci is more than a savvy curator who assists her clientele in choosing on-trend streetwear; the entrepreneur’s 3-year-old niche boutique donates 100 percent of its proceeds to finding a cure for cystinosis, a rare metabolic disease that Traci’s son Tanner has.

Cystinosis afflicts just 500 children and young adults in the United States, with just 2,000 afflicted worldwide. Through her work with the Cystinosis Research Foundation and Traci’s financial contributions from Storm Fine Apparel, CRF is as close as they’ve ever been to starting patient trials on stem cell transplants that Traci and her CRF comrades are confident could cure this disease for many.

When launching Storm, Traci’s vision was to find a purpose for her son and a way to fund the fight against his disease. Originally from Illinois and a hairstylist with 25 years’ experience, she knew something was missing in Fort Collins when it came to men’s clothing and knew she had what it takes to procure truly unique and on-trend fashion.

In 2014, Traci donated her kidney to her son to increase his chances of fighting the disease. She knew if Tanner was lucky enough to surpass the life expectancy of 27, a mission-driven family business would give him the chance at a normal adult life. Tanner, now 30, works alongside his mom in the boutique.

The aesthetic of Storm Fine Apparel is modern, metropolitan and upscale, with options ranging from athleisure to business casual and formal and everything in between. With the addition of womenswear and accessories, Storm is now a one-stop shop for all things luxury fashion. With Traci’s eye for unique, on-trend styling, Fort Collins Lifestyle took a moment to ask her about her best practices and her favorites brands. 

Traci’s Tips

  • You can never go wrong with purchasing good quality, on-trend shoes. Even with denim and a white tee, a great pair of shoes can make an outfit.
  • Clothing should fit well. Taking the extra step to alter clothing for your specific shape can take your look to the next level. 
  • Accessorize with a seasonal piece like a blazer, cardigan or jacket.
  • Traci’s favorite brands include Herman & Herman, Stone Rose, WRK and Bloom Jewelry.

132 W. Mountain Ave., Fort Collins, 970.294.6306,