Minnow is both a store and a gallery venue. The store started as an experiment of the SkateNerd brand in Old City in 2002, employing new trends in culture and retail with the goal of providing skateboarders and like-minded individuals an alternative outlet to the mainstream world. Minnow retails a variety of products that reflect the creative class of skateboarding and the affecting cultures of art, music and design. Many of Minnow's products are made by independently owned and run companies or are individually handcrafted. Playing off of Old City's First Friday, the gallery at Minnow often holds opening exhibition receptions on the last Friday of the month.