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Celebrating 10 years of Louisville’s Misc. Goods Co.

You have to see the sleek, old-timey ceramic flasks.

A man wearing a pale green button up shirt with medium length brown hair and beard sits with a white coffee mug inside a wood-paneled diner.

Tyler Deeb started Misc Goods Co. in 2012 with a deck of playing cards.

Photo by Jonathan Robert Willis

This piece is part of our LOUoday Q+A series. Do you know someone we should interview? Nominate them.

Ten years ago this month, Louisvillian Tyler Deeb launched a Kickstarter campaign for a deck of playing cards he designed while unemployed. Now, a decade later, his online, practical product brand Misc. Goods Co. has expanded to include more than 25 other goods with 100 variations like leather wallets, ceramic flasks, incense + more — which is why he is also revitalizing a historic Shelby Park building to accommodate his growing team and inventory.

A blue, gold, and black box that holds a deck of playing cards is open at the top with various cards from the deck surrounding it.

Tyler released a special edition, full color deck to celebrate 10 years of his business.

Photo provided by Misc. Goods Co.

Tomorrow, Oct. 28, Misc. Goods Co. is hosting a dinner party (6:30 p.m.- midnight) at Quills Coffee on Main Street to celebrate the feat. The dinner will showcase five courses prepared by Pizza Lupo’s Chef Max Balliet, who’s responsible for creating the best pizza crust in LOU, as well as an open bar, specialty cocktails, a DJ, pop-up store, and artful storytelling. Tickets start at $45.

In addition to the dinner party, Tyler released a commemorative deck to pay homage to the original black and white playing cards that started it all. The new, full-color edition was designed by Tyler, who is color blind, with the help of color language artist Dan Christoferson and designer Brent Schoepf.

We got the chance to catch up with Tyler and ask him 8 questions about Louisville + the last 10 years of Misc. Goods Co. Keep reading to find out how it all started with a deck of playing cards and the last three things he did locally.

What’s the most important lesson you’ve learned about starting your own business these past 10 years?

The most important thing about starting a business, in my opinion, is that you have to love it. Your work needs to energize you. It needs to be the thing that gets you out of bed in the morning. If you start counting your hours, it will eat you up.

3. Can you tell us about the revitalization project of the historic building you purchased earlier this year? What can we expect?

I’ve spent most of the last ten years either working by myself or with only one other person. My need for space had been limited. Now, I have a better understanding of what my strengths are and where I need help — which has led me to grow the team to six people and it’s no exaggeration to say we’re being swallowed by stacks and stacks of boxes filled with inventory at our current location.

The purchase of this new building in Shelby Park, a neighborhood I’ve called home for more than 10 years, gives us the opportunity to really invest in our city. Not just in the redesign and rebuilding of the space, but also in creating more opportunities for people to enjoy Louisville.

4. Name 3-5 other local leaders, influencers, or movers + shakers you’re watching in Louisville.

Max Balliet of Pizza Lupo, Colleen and Margaret Clines of Anchal Project, my brother Coury Deeb of Nadus Films, Sarah Height and Chelsea Moore of Breeze Wine Bar, and my wife, Noel Deeb of El Bread Shop.

5. You can only choose one local restaurant menu to bring with you to a deserted island — which one is it and why?

I hate to be repetitive here — but I love going out with Noel, sitting at the bar, and ordering dinner at Pizza Lupo. It’s so clear to me that Chef Max cares about the details of each dish, making even simple things great.

6. What were the last three things you did locally?

The last three things I did locally were pick up a bottle of Green Chartreuse from Breeze Wine Bar in Logan Street Market, visit Sunergos Coffee shop on Preston Street, and pick up my groceries from Pavel’s Garden at the Douglas Loop Farmers Market.

7. Who are 2-3 other local leaders you’re inspired by? Why?

I’m inspired by people that live quietly in Louisville, work hard at being excellent and as a result — get national attention. Chef Edward Lee comes to mind along with Will Oldham and Dave Pajo. None of these guys waste time talking about how good they are. Most locals don’t know who they are, but they’re out there making Louisville proud.

8. What is your Saturday morning routine?

My wife Noel usually takes our oldest son with her to sell bread at the Bardstown Road farmers market. Which means I’m flying solo with our other four kids. We wake up, eat, and relax. We go visit Noel and Royal, get our groceries from the market, and then meet Noel back at home when she’s finished. Make a few cocktails and relax.

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