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Culture Shock using its business to support fellow business owners

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Culture Shock pic.jpg

ROCKFORD (WREX) — While passing Culture Shock on Charles Street, the humble exterior doesn't proper tell this shop's story. 

The beginning of this story isn't in the building that stands today, rather across the street in a much smaller shop.

All of it born from a simple, selfless idea.

"I just thought that Rockford needed a cool little shop that had representation of some of our local items, local pride and local music," owner Skyler Davis said.

Skyler Davis helped open Culture Shock in 2006, eventually moving into their current spot in 2014.

However, the expansion was met with early challenges.

A floor in the new building led to some serious financial issues for Culture Shock.

So Davis decided to sell his own record collection back to the store to make ends meet.

That self sale would be the foundation of what is now close to 15,000 records at Culture Shock.

"It's so funny to think about how we pretty much have a whole warehouse of records now," Davis said.

"From what started at a little shop on a vintage TV that was found in an alley with a screen missing. That was my little shelf to sell my records off of as we started." 

Culture Shock is essentially two stores.

Walk in to the right and you run into the massive record collection, but a hard left will show you a room filled with more collectables than you can count.

From shirts to socks to even baby clothes, Culture Shock features a lot of clothing and memorabilia embodying the spirit of the 815.

Cheap Trick, the Rockford Peaches and several local businesses take up the space.

One of the local shops featured is Craft + Foster candles.

Co-owner Chad Burgess has appreciated the relationship with Davis and Culture Shock crew since moving their business from San Diego back to his hometown of Rockford.

"Aligning ourselves with other local businesses that have a passion for community and passionate for collaboration was really important," Burgess said.

"It's cool to see businesses like Culture Shock and other ones local that do go hard after supporting local businesses and representing those brands." 

As Culture Shock hits its 15 year anniversary, Davis is happy to see what his young idea grew into.

He hopes every person that walks into his store not only enjoys the vibe inside but also all of the items showing off the backbone that is Rockford small businesses.

"Our customers get to see that through our social media. They get to see our shop grow and the businesses we carry and the local companies items. They get to see how that really impacts them too," Davis said.

Culture Shock is located at 2239 Charles Street in Rockford just east of Stockholm Inn.

If you know anyone or place that is leaving a positive mark on our community, you can fill out a nomination form on our Inspiring 815 page or you can email

Have a news tip or story idea? Email us at

Morning Anchor

Evan Leake anchors for 13 News Today and 13 News at Noon. He came to WREX in 2017 and worked his way to the anchor desk in May of 2019.Evan coordinates our "Inspiring 815" series. You can connect with Evan at

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