Terror Tales x Euphoria Market

Since starting the streetwear brand Terror Tales in 2017, founder Jamie Heuer has leaned on raw instincts and a lifetime of experience in clothing. This has allowed him to carve a niche in the world of affordable streetwear inspired by his cultural environment.

“I’ve been in clothing my whole life,” Heuer shares. “My brother and I run Brothers in Garms Vintage, but I wanted something that was entirely my own. I’ve always loved horror movies, so combining that with streetwear felt natural.”

FW Capsule 2024 Fear Tree Cargo Pants and Racing Tee Release

From the outset, Heuer’s business decisions were driven by intuition rather than a strict playbook. “I knew a little about business growing up, and that helped, but it was all instincts in the beginning,” Heuer admits. “Over time, those instincts evolved through experience. Learning what works with customers, designs, and day-to-day operations.”

FW Capsule 2024 Fear Tree Cargo Pants and Racing Tee Release

This evolution paid off. With guidance from a mentor and a shift to fully custom cut-and-sew designs, Terror Tales saw an explosive 10x growth in 2024. The brand also secured high-profile collaborations this year, including an upcoming pop-up with Unwanted Collection at Half Evil’s Chicago store on February 21st and another with HAZHEART at their flagship store in Los Angeles this spring.

Euphoria Market x Terror Tales Collab Tee

When asked for advice, Heuer keeps it simple but useful: “If you really want this, you can’t stop. Keep creating, trust your gut, and don’t be afraid to ask questions or take criticism.”

For Heuer, instincts are more than a business strategy, they’re the foundation of Terror Tales’ success, and they will only evolve more and more.

Terror Tales at Winter Euphoria Market 2025

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