Story by Kelsey Rodich
Photo by Jaejin Lee
 
Stepping into Greek Image from the dull Eugene sidewalk is like walking out of the rain and into the sun. Bright lights illuminate the color that lines the store. The entire back wall is filled with purses and luggage in multicolored patterns that appeal to the shopaholic in all of us. Sweatshirts and t-shirts dawned with bold Greek letters stand out on mannequins and hangers. Rows of shelving are stacked with items for each of the sororities represented on University of Oregon’s campus, and tables are filled with key-chains and planners that attract even the most practical shoppers. It seems impossible to exit this store without a shopping bag in hand.
Greek Image is located at 605 13^th Ave., just two blocks from campus. It caters to members of Greek Life as well as women of all ages in the Eugene community. Storeowner Kellie Hays started the business in 2012 and it has quickly turned into a success.
To Hays, her retail shop is more than just a way to make a living, it is a way to celebrate and promote the positive aspects of Greek Life.
Hays is an alumna of Chi Omega sorority and currently volunteers as an adviser to the Chi Omega chapter on the University of Oregon’s campus. As an adviser, Hays’ role entails supporting chapter leaders by helping them to improve scholarship and their image on campus, as well as promoting National Panhellenic Council and sorority life in general.
Hays said sometimes the topic of Greek life is associated with just the negative press. “The stories out there that are perpetuating the negative myths or stereotypes of sorority members or fraternity members, whether it’s drinking or hazing, they get more retweets, more eyes. That’s something we will always have to combat.” Hays mentioned articles on binge drinking and hazing and how she becomes frustrated that there is always something negative against Greek Life in the press.
“We will always have to work hard for what we stand for,” Hays states, “whether it’s philanthropy or scholarship or sisterhood or brotherhood. We will always have to work 100 times harder to get those kinds of values and goals out there than the things the media will usually want to pick up.”
Sara McCauley, Vice President of Public Relations and member of University of Oregon’s Delta Delta Delta chapter, agrees that there are a lot of negative stereotypes surrounding Greek Life.
“I think people have stereotypes about [Greek Life] from movies and TV shows. I think our Greek Life [at the University of Oregon] is very unique, where everyone is friends with everyone. Here we are very inclusive.” McCauley said she wishes people in our community and across the nation could understand more about what they stand for. “I think people should know why we do what we do. Not what we do, but why we do it. For us, it’s our philanthropy; it is supporting those who are in need in our communities and in our nation. People don’t understand that and I think that needs to be changed.
Hays agrees, which is why Greek Image has some strict regulations on the products they sell. “We only carry licensed products,” which, Hays says, is one of the most important aspects of her store. “I think that the image and letters of all fraternity and sorority’s name should be closely guarded, as if it were a brand like Coca-Cola or Nike.”
To other members of Greek Life on campus, wearing “letters” means representing their organization and taking pride in their houses. It is for that reason that everything sold at Greek Image is licensed.
Licensed products mean that 8.5 percent of the profits made on every item purchased goes to that sorority or fraternity. “It goes back to them and they can use it on their own foundation or philanthropy or to promote scholarship.” Giving back to each organization is extremely important to Hays as an adviser and as a sorority member.
But Greek Image is not just a store for members of Greek Life. They also carry items from popular designers, such as Lilly Pulitzer and Vera Bradley. These items include planners, tote bags, wallets and luggage. Both designers have some history in Greek Life. Lilly Pulitzer has prints that are designed for specific sororities. These prints include the chapter’s colors and symbols, which is why so many women in the Greek community are drawn to these fabrics. Vera Bradley co-founder Patricia Miller is a Kappa Delta alumna, and many of Vera Bradley’s pattered fabrics were created in order to bring a feminine quality to everyday luggage and accessories.
“There is widespread appeal,” Hays says, “It’s a great gift item, women of all ages like it. Being so close to the hospital means that a lot of potential healthcare workers can buy the lunch bags and the tote bags. That, too, has a lot of appeal for younger middle school students, and high school students really like Vera Bradley as well.”
Hays says she hopes to continue to create a positive image for the Eugene community and University Greek Life. “We don’t carry any barware, we don’t engrave flasks or carry shot glasses. It is just a policy of ours. I am a big believer in managing risk, so we are not going to carry anything like that.”
Greek Image strives to represent these organizations in the best way possible. To Kellie, positive image is everything, “It’s really important that we protect our image.”

Gallery • 4 Photos

All of Greek Image’s are licensed, meaning a portion of all profits will go back to the sororities.