Screenshot from The Marvel Mystery website

Beloved local shop WHY Louisville will be reincarnated as The Marvelous Mystery, according to a Facebook post.

The social media site issued a notification to followers of WHY Louisville that its Facebook page was renamed. A post on the renamed page states that WHY Louisville, which closed in 2015, will return as an online store called The Marvelous Mystery.

The rest of the post reads:

We will be offering shirts designed by some of the most talented local artists including some of your favorite classic WHY Louisville designs as well as lots of great new designs! The mission remains the same, to support the local creative community and offer accessible, wearable art for all. The Marvelous Mystery is an online only store at present and we will be hosting pop-up shops around town. Eventually, we’d love to open a storefront but we can’t do that without you! So if you can look into the crystal ball and see what we see, join us in supporting creative culture in our wonderful city and making great shirts for locals and visitors alike. Stay tuned as more will be revealed…

WHY Louisville owner Will Russell and his girlfriend Lorna-Mae Ward are behind the revival. Ward shared The Marvelous Mystery’s post on her personal Facebook page, writing “Will and I are so excited to share the news with you!” Someone also shared a photo with letters spelling out The Marvelous Mystery on Russell’s personal Facebook.

Insider Louisville reached out to the email address listed on The Marvelous Mystery’s website for more information. Ward replied stating that Thursday’s social media post was all the pair has to say about the venture for now.

WHY Louisville once had two locations in Louisville but both closed after Russell, who has spoken openly about his battles with addiction and bipolar disorder, went through a mental health and addiction crisis in 2015 in which he was arrested twice. He later voluntarily entered an inpatient treatment facility.

Since then, Russell has remained fairly low-key.

Louisville native Caitlin Bowling has covered the local restaurant and retail scene since 2014. After graduating from the Ohio University’s E.W. Scripps School of Journalism, Caitlin got her start at a newspaper in the mountains of North Carolina where she won multiple state awards for her reporting. Since returning to Louisville, she’s written for Business First and Insider Louisville, winning awards for health and business reporting and becoming a go-to source for business news. In addition to restaurants and retail business, Caitlin covers real estate, economic development and tourism. Email Caitlin at [email protected]


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