Eli Brown

My name is Eli Brown, and I founded Roller while attending Appalachian State University in Boone, North Carolina. It’s wild to think about now, but Roller started in my college apartment in 2020 with nothing more than a $1,200 stimulus check.

At Appalachian State, I studied Industrial Design (the same exact field Raf Simons studied) with a concentration in Furniture Design, while also double-majoring in Apparel Design. In the slideshow above, there is a table I built my sophomore year! People always ask me how I got into this, and my answer is simple: when you love nice things but grow up without much money, you learn how to find the best deals. I realized I was often reselling my own clothes for more than I paid—without even trying to turn it into a business.

That stimulus check flipped a switch. I decided to invest in any great deal I could find, and from that moment, Roller was born. I’ve been building Roller ever since, growing it piece by piece and making incredible connections along the way.

I’m a big fan of Arc’teryx, Rhude tees, faded vintage black tops, Chrome Hearts hoodies and bracelets, Prada jackets, Gallery Dept essentials, and the always comfy from Alo.

I’m based in coastal Florida, which means I’m a big fan of beach days and anything involving warm weather. I love following UFC, fantasy football, golf, motocross, and—randomly enough—NASCAR. My partner Bree and our dogs, Reno and Juni, are the center of my life, so daily walks and quality time with them are essential.

We’re opening a new location in Charlotte’s South End by Q3 2027, bringing Roller Room and Roller Coffee together under one roof. The space will feature two dedicated sides: one for shopping at Roller Room and the other for Roller Coffee, a full-service coffee hub featuring Roller branding throughout.