What are two things that Mizzou students will never outgrow their need for? You (maybe) guessed it — Halloween costumes and singing telegrams. On those fronts, Gotcha Costumes has got you covered.
Aaro Froese, one of the owners of Gotcha, has been in the costuming business since 1987 — back when the store had a different owner and went by Nostalgia Shop.
In 1996, Froese purchased Nostalgia Shop and its inventory, moved across the street, merged it with his singing telegram business and opened Gotcha Costumes. Now, the establishment is back at its original location at 819 E. Walnut St., its doors always open and Halloween business booming.
The store replenishes its supply every year to be sure that its items are up to date. Strolling the aisles that sport a mixture of vintage clothing and full-blown character get-ups, one can find options and additions for any costume. To complete the look, the store also has a large supply of wigs and special effects makeup.
“If it changes your appearance, we probably have it,” Froese says.
Gotcha’s apparel is mainly geared towards adults, but it carries pieces in all shapes and sizes, fit for “anybody who’s a kid, age 2 to 92,” Froese says.
“I think we attract a unique clientele — people who are looking for something that isn’t easily found, you know, one-of-a-kind-specialty stuff,” he says. “I try really hard to not carry stuff that you’ll find at your typical store.”
It seems that all that trying has paid off. Gotcha’s shelves are stocked with masks, props — even giant Mickey Mouse helmets — and everything from pirate costumes to pinstriped suits, caveman attire to floor-length, beaded gowns.
Among the wide variety of unusual and eye-catching pieces, Froese says the store has Templar coats from the 1890’s, armor and mascot costumes and more.
“We even have a giant groundhog,” he adds, chuckling.
What else makes Gotcha unique? Its employees are experts in special effects makeup application and costume hunting.
“My favorite part is silly customers who want to be something totally crazy … It’s great to put together something that will make people laugh, that’s why I like the silly ones best,” says Neil Sanders, who’s been working at Gotcha for 15 months.
One not-quite employee — but a special effects expert nonetheless — is Froese’s 12-year-old daughter, Sophie, who helps around the shop as well.
“I like it because there’s always so much creativity, and I’ve had a lot of exposure to a lot of different people, which has made me a better person, I think,” Sophie says.
For special effects, Sophie says she prefers gore over glam.
“I love doing zombie makeup,” she says. “I’ve never been much into beauty makeup. More zombie makeup.”
As for the customers, they praise Gotcha for its low prices and comfortable, familial atmosphere.
Loyal customers Nora Peckham and her friend Josie Martin came to Gotcha in search of pieces for their devil and Grim Reaper costumes.
“It’s a local business, so it’s good to support them, and they’re pretty cheap. Plus, we know people that work here, so that’s cool,” Peckham says as she sifted through racks of clothing.
Froese also loves a chance to show his Tiger spirit.
“My wife and I were MU college kids, and we used to recycle cans to go on dates, so we know the value of a buck, and we like hooking up our fellow college kids,” he says. “We’re not some crazy corporation trying to get rich … we’re a true mom and pop.”
Froese and his employees are passionate about their work.
“We’re the real McCoy. A lot of us here eat, breathe, drink and love it,” he says. “We’re not just clocking in to do a job.”
Despite his love for costuming, Froese says he plans to move on soon and sell his business.
“I’m entertaining offers,” he says. “If you want to come do business at Gotcha, you better do it in the next couple of years.”