GORDON, Neb. - When you think of a fashion designer, your mind might go straight to the runways of New York, Los Angeles or London. But one up-and-coming designer is stitching together her dreams in small-town Nebraska.

“This business is 110 years old,” said Valerie Beel.

For more than a century, three generations of the Morris family ran Morris Clothing in downtown Gordon. But when COVID hit, the doors closed.

“It left a big gapping hole because this is a great store for men to come in for funerals, for everyday needs, and even for weddings,” said Beel.

That’s why Beel began looking for someone to fill that need. Who she found just might surprise you.

“It’s different. There’s nothing else like it I believe,” said Marie Nelson.

Nelson started sewing, thanks to her grandma, at age eight. What began as a hobby became a side job—and now, a growing fashion career. She has shown collections at several fashion shows, even winning a night at Omaha Fashion Week.

“And it was so much fun. Here are all these designers from Phoenix and Denver and Omaha, and here’s our designer from Gordon,” said Beel.

“I like classic pieces with that little Western flare. I don’t do too much with trends because they come and go, and sit in your closet for a while,” said Nelson.

Nelson has even had celebrities wear her designs, including country music superstar Lainey Wilson.

“At first I was like, ‘I’m not going to do this,’ but then I did a little research. I was like, ‘Yes,’ once I figured out who she was. This was right before she won the award for Female Artist Of the Year in 2021,” said Nelson.

Still, Nelson says her favorite work is right in Gordon—making custom designs and doing alterations for neighbors, often with her signature Western twist.

“It’s kind of our way of saying, ‘Look at me. I’m proud of myself. I’m proud of what I do. I’m a hardworking rancher or farmer,’” said Nelson.

While some former Morris Clothing products are available now, the new store isn’t expected to be fully open until around October.

“Continue with the men’s clothing. Add some women’s clothing. Have the bridal alterations in the back,” said Nelson.

Customers will also find her custom designs, prom consignment dresses and eventually, dry cleaning services.

“It’s just so exciting to have somebody like her who thinks beyond the city limits and imagines this whole other world,” said Beel. “She will continue the legacy of excellence that Morris Clothing had for 110 years.”

Tailored for the future, stitched with history—this storefront is making its comeback.