Ground Up is a series by 1:1 Studios designed to spotlight Missoula’s entrepreneurs who are building their businesses and community from the ground up. Each installment dives into the challenges and insights of local ventures, bringing you the stories of the people cultivating them.
Funk It!
In Missoula, you’ll find places that are as unique as the people who make them—and at the heart of it all is Funk It, a curated thrift store and coffeehouse. Co-founders Chloe and Markie built this place with intention: to create a cozy refuge for everyone, a home away from home. They’ve carved out a one-of-a-kind spot in Missoula.
Starting from Scratch
Chloe and Markie always wanted to work together. They spent their twenties tossing around ideas for business ventures until suddenly, it all clicked. One afternoon they went thrifting when the idea to make a combination thrift store and coffee shop struck. “Then we sat in the hot springs for 12 hours talking about it,” they recall.
What began as a cool business idea among friends became a mission driven by a shared commitment to sustainability, as they learned about textile waste and the challenges of recycling in Montana. Then the brand began to take shape. This wouldn’t just be a business; it would be a place dedicated to sustainability, giving new life to old things, and making the experience so pleasant that it “feels like a hug all the time.”
But the path wasn’t straightforward. In the beginning, running a thrift store without a storefront led to some creative (and chaotic) setups. They stored their inventory in small storage facilities, often organizing late into the night after long shifts at the brewery where they worked. “We would get off work at the brewery around 10 PM, and then go work until midnight or even 2 AM!” they shared.
A Space That Feels Like Coming Home
A huge pillar of the Funk It vibe is its physical presence. Located in a historic building from 1890, the shop has become a “home away from home” for its customers—a place that feels familiar and inviting, while staying connected to its past. “So many people have commented that this space is just like ‘old Missoula’ and we feel so lucky that the warmth and love is emanating out from this space,” they said.
For Chloe and Markie, Funk It is all about creating a space where people feel genuinely comfortable. Every detail, from the layout to the cozy seating, is designed to make people feel welcome and included. Their philosophy centers on authenticity and openness, where each person is encouraged to be themselves. This commitment to a truly inclusive, judgment-free environment has spilled over into everything they do—including their playful and approachable presence online.
Digital Marketing Playground
Driven by both their philosophy and budgetary constraints, they leaned into self-produced digital marketing to spread the word. “We love to PLAY with social media. Making reels, acting, and being creative and authentic on our social media is something we believe in,” they explain.
Their main platform, Instagram, is treated as a genuine extension of the shop’s personality. Each post feels like an invitation to be part of their community. It feels less like a pitch and more like a catch-up, which makes it easy for customers to engage with the brand as they would a friend (because they are a friend).
Funk It’s approach is a reminder that brands may find value in adding self-produced content to share relatable, in-the-moment updates that build connection in a different way. Rather than using social media to increase visibility, use it to create a community that becomes personally connected.
Funk It. And Be You
“We hope that this becomes a Missoula staple—a place that anyone can come and feel like home,” Chloe and Markie share. Through their creativity, commitment, and a ‘little’ chaos, they’ve crafted a business that feels good to engage with, welcoming everyone to sit down, stay awhile, and be themselves.
Connect with Funk It:
