Established in 1992 Positively 4th Street Records was opened as a physical music store (before digital music) out of the love of music by the owner. The store quickly evolved after several years when the owner began printing his own clothing. Eastern Illinois University apparel became the new focus of the store and transformed it into the eclectic shopping experience it is today. College students combine with local town residents to make up the customer base to purchase such unique collection of gift items available.