Get Caught Up on SZN III

Chris Vargas, a staple in the local creative scene, just opened his flagship Season III store, where you can find sneakers, his $ZN III clothing line, and a chill vibe.

"There was this show on HBO called 'How to Make it in America,'” said Chris. "It was about these two dudes on the come up trying to start their own brand in New York back in 2006, 2007 -- before E-commerce. But, you never get to see them make it because they cancelled it after season two. So for me, this is my 'Season III' of that show."

Chris' goal is to bring that big city energy to Lubbock and give locals a brand that represents them.

"I want to give the people of Texas a feeling of representation in the fashion world," said Chris. "Texas gets skipped over a lot. Everybody wants to rep Supreme or BAPE or VLONE, but I can’t relate to those brands because they are not from the place that I’m from. So, I wanted to have some representation in that game. A lot of ppl refer to Texas as the 3rd coast, and I want to rep for that coast."

And Chris is doing just that, however he didn't get here over night. Chris has been working towards this vision in someway for the last 12 years, having officially launched the brand just a few years ago.

"We originally started back in 2018 and everything was online," said Chris. "We would do pop-ups in Dallas, pop-ups here in Lubbock. So it feels very surreal that we’re even in here chillin' and vibin'."

Chris' Season III store is located at 1519 34 Street, and you can follow the brand on Instagram, @szniii.

"This store solidifies all the hard work that I’ve been doing in the last couple years and it’s really even hard for me to take in sometimes — like to believe this is real," said Chris.

Oh, but it is very real, Chris, and you've got the Hub City behind you!