Low Life Club
Shore Lanes sits on one of the last undeveloped lots of the Jersey Shore. It was a bowler's bowling alley — the lanes were well oiled and they shared a parking lot with a strip club. They kept the lights on for anyone still ordering from the bar and it felt like the staff had strong opinions on having to step outside for a cigarette.
Shore Lanes catered to league bowlers—no music, no cursing—but they didn't seem to mind when our crew snuck a speaker in later in the night. We had a twinkle in our eyes, we respected the lanes, sometimes more than ourselves. We liked bowling, we loved Shore Lanes. Our consistency matched the league bowlers, our youthfulness was welcomed. More people started coming, our crew grew, we started selling t-shirts and posting online.
Low Life Club was born.
The Brand
People wanted merch, we wanted a way to sell it. We wanted a home base to promote ourselves online for bowling tournaments we would run, event registrations—and could not lose the feeling that made it worth joining in the first place.
The brand has to feel like the lanes—gritty, unbothered, and unpretentious. "Grip it and rip it" was our chosen tagline, our brand matched, our flyers felt like punk shows, our social media posts felt like inside jokes you wanted to be a part of. We rolled slow, and grew fast.
It grew from Wednesday night bowling to merchandise selling consistently through the online store, recurring tournaments of 60+ bowlers with organized afterparties and live music, a core crew of regulars with a rotating cast of newcomers, brewery collaborations, and local press coverage. We got Pete Weber's attention.
