Suelynn Gustafson, the idiosyncratic, savvy owner of Flossy McGrew’s, a South Broadway costume shop that reflects Gustafson’s interests, began seeking out novelty holiday sweaters at estate sales and garage sales a few years ago. Now some customers show up specifically to peruse her “Ugly Christmas Sweater” racks. Claire Martin
Q: How did you get into this?
A: About four years ago, I was getting the craziest calls. Everyone wanted ugly Christmas sweaters. So I asked around and found out that someone started an ugly-Christmas-sweater party, and those parties became more and more popular. And so did the sweaters.
Q: Ugly sweaters!
A: Well, they’re not ugly. In a way, they’re kinda fun. We laugh and joke about it. I have some beautiful sweaters. I have one that cost $66 new, and I thought, “How can someone pay that much just for a crazy sweater?”
Q: What are some of the most popular designs?
A: It’s always snowmen, reindeer, Santy Clauses, Christmas trees, teddy bears, penguins and things like that. I have a big Snoopy sweater this year, red and white. That one’s a knockout. I have one with its own necklace of bells.
Q: The basic concept is to compete with the Christmas tree for attention?
A: Yes. People want highly decorated sweaters.
Q: Lots of sequins, jingle bells, LED lights, that sort of thing? Do you see Hanukkah sweaters or Kwanzaa sweaters?
A: Not a lot. It’s more Christmas themes, and mostly nonreligious, although this year we had one with a manger scene. They’ve become very collectible, really.
Q: What?
A: Yes. It’s nothing for a Christmas sweater to go for $40 on eBay. My God, I saw one selling for $100 this year on eBay.
Q: What’s your favorite one?
A: The neatest one I found this year has nutcrackers on it. It’s really intricate. Jewels and sequins and cutouts. It’s really something to see.
Q: They’re not subtle, are they?
A: No. It takes a little flamboyance to wear them. Not everyone feels comfortable in something so goofy and fun. I think they’re great, personally, but then I’m half-gypsy.
