Howdy! Gig ’em! The Aggie Ring! Aggie traditions. Those who love maroon and white hold tradition dear. Faced with a new competitor, local phone repair shop Sour Apple Repair attempted to tap into Texas A&M’s well-known love for tradition by declaring itself a “locally owned and operated Aggie tradition.” The same messaging also cast 1up Repairs, the new College Station phone repair shop across from Texas A&M University, as “Longhorn” usurpers of that tradition. One post even called on locals to boycott the new shop.
The Reporter reached out to 1up Repairs. Turns out the accusation that they root for the Longhorns, a serious one indeed in Aggieland, is totally false. One of the partners who wishes not to be named in this article responded to our inquiry regarding their Aggie bonafides. While he did not claim to be an “Aggie tradition,” he set the record straight that he and his business partner bleed maroon. They are Aggies (’96, ’97) and Aggie parents (’13, ’18).
Background: Sour Apple Repair calls new competitor “Longhorns,” but there are “Four Aggie Rings” in the 1up Repairs family
Soon after the 1up Repairs chain opened a College Station phone repair shop across from Texas A&M University, Zachary Morgan of Sour Apple Repair tagged KBTX reporter Rusty Surette in a public facebook post: “Want a good story? Call me!”
While Surette never reported on anything related to it, Morgan and one of Sour Apple’s vendors were simultaneously posting elsewhere on social media about the “good story” they wished to propagate. It concerned the the shop’s newest competitor who were called “Longhorns” intent on “stealing [Sour Apple’s] branding and confusing their customers” in one post.
The vendor created a graphic and posted it to facebook, sarcastically articulating the new competitor’s plan: “Our plan as Longhorns is to come to Aggieland and rip-off a locally owned and operated Aggie tradition by stealing their branding and confusing their customers” the graphic read. A prominent, red #BOYCOTT1UP stamp was also included. Sour Apple Repair’s Morgan added a comment: They are changing all of their Facebook pages to look like ours…”