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Omaha Magazine

Little Mountain, Big Dreams: The Great Plains and the Great Outdoors Inspire

Apr 29, 2021 03:42PM ● By Niz Proskocil
joe horacek hangs a screen print of campfire

Photo by Bill Sitzmann

Joe Horacek has been into ice hockey and art for as long he can remember. In middle school, he would sketch designs for hockey jerseys instead of paying attention in class. Two decades later, Horacek is an artist, screen printer, designer, illustrator, and successful creative entrepreneur who owns and operates Little Mountain Print Shoppe in Lincoln, Nebraska.

You may have seen one of his creations around town. Horacek produces handcrafted, individually screenprinted hoodies, hats, T-shirts, and other apparel that showcase his artistic talents and affinity for adventure. Some items feature hand-lettered phrases such as “Middle USA,” “Great Plains,” and “Roam”; others depict outdoor imagery—mountains, cabins, kerosene lanterns, arrowheads, animals, trees, and the moon.

Horacek often finds inspiration for his art while traveling and spending time outdoors. He loves taking creative trips to help fuel new ideas. Whether hiking in the Rocky Mountains, road tripping through the Black Hills of South Dakota, or exploring Washington’s Olympic National Park, his adventures combine an appreciation for the outdoors with his passion for art. 

“I always bring a sketchbook, something with me just in case I have that kind of creative inspiration that might spark something,” Horacek said.

Inspiration also comes from adventures closer to home. He appreciates the simple, subtle beauty of the Great Plains. One of his favorite quotes sums up his appreciation for the vast region: “Anybody can love the mountains, but it takes a soul to love the prairie.”

Born and raised in Lincoln, Horacek is proud of his Midwest roots and keeps his love of his home state close to his heart. One of his popular T-shirts features the word “Nebraska” printed across the front. It’s simple, yet catches the eye. Another Nebraska-inspired item is a cozy hooded sweatshirt featuring an outline of the state, filled in with a brilliant blue sky and golden fields.

After buying a small screenprinting press and teaching himself how to use it, Horacek started Little Mountain Print Shoppe in his basement 11 years ago. In late 2012, he opened a storefront at 33rd and B streets in Lincoln, where he designs, prints, and sells his work.

He likes using materials such as graphite, watercolors, charcoal, markers, and various brush-tip sizes. His products pair nature-inspired illustrations with classic typography for a look that’s simple and straightforward. He prides himself on his craftsmanship, attention to detail, and quality products. “I always choose the most premium, softest shirt that I feel will represent my artwork best,” Horacek said.

In addition to his brick-and-mortar shop and online store, his products can be found at retailers such as Scheels in Lincoln and Made in Omaha, which has locations in the Old Market and Countryside Village. Working on custom orders for businesses and other clients also keeps him busy. Fortunately, he has some great help. Alena Kinsey is his one employee, and he said she is “a rock-star screenprinter and a huge asset.” 

Lincoln photographer Ron Orman said he appreciates the made-by-hand quality and authentic feel of Horacek’s work. Orman has a closet full of Little Mountain apparel, including a favorite sweatshirt screenprinted with an A-frame cabin. “It’s a cool way to support local,” Orman said, “and you’re also supporting someone doing what they love.”

Last year, when Orman launched his outdoor adventure blog called The Rewards of Roaming, he enlisted Horacek’s help in designing a logo and creating branded shirts and other items. “He is extremely talented at what he does and also very helpful on the creative side as well,” said Orman. “He’s an artist first and a screenprinter second.”

In addition to working on his art and running a business, Horacek enjoys helping others, locally and abroad. He’s been to Africa twice in recent years, including a trip to Zimbabwe with a volunteer group to help build schools. And in 2019, he traveled to Kenya with The Hope Venture, a Lincoln-based nonprofit organization that helps people in Africa and India through a variety of health and education projects. 

Social media has had a positive impact on his business and helped him reach a wider audience. Little Mountain Print Shoppe has a vibrant Instagram account, with more than 11,600 followers and counting. Horacek said he enjoys interacting with people online, giving them a peek at new prints and products, as well as a glimpse of the screenprinting process. “It’s fun to be able to share how things work,” he said.

Moving forward, his plan is to continue creating new art and evolving his brand. Despite the challenges many small businesses have faced amid the COVID-19 pandemic, Little Mountain has seen growth. Horacek printed more than 10,000 shirts last year, he said, and his sales were up 30% in 2020 compared to the previous year. He has customers around the world, including Japan, Italy, Canada, and Dubai. 

“It just blows my mind,” he said. “I’m just so grateful and thankful for every order that comes in.” 

Visit littlemountainprint.com for more information.

This article originally appeared in the May issue of Omaha Magazine. To receive the magazine, click here to subscribe.  

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