Written by Emily Glaser
Asheville’s Most Notable Entrepreneurs Revitalize an Icon with the S&W Market
This might seem like a story you’ve heard before. That, in itself, wouldn’t be unusual. Asheville is a town where stories are easily mythologized. Titans of history loom large in our shared narratives—Vanderbilt, Fitzgerald, Wolfe—as do eternally popular motifs like flapper-era booms and city escapism, making our local yarns interesting enough to be oft-repeated. It’s also just the nature of Southern storytelling; here, tales are well-worn, shared as easily and as often over a glass of tea on a Biltmore Forest porch as alongside cocktails in a low-lit rooftop bar.
But this story rings with a different kind of familiarity, the kind that makes cartoon characters scratch their heads and tap their feet and mutter to the camera, “Haven’t I heard this before?”
That’s because this is the story of the S&W Market, which is, in many ways, the story of the S&W Building.
The full article continues below. Click to open in fullscreen…