In 2011, Shane Henderson and his young son Justis set about creating a U.S. flag made of steel on the plasma cutter in their Jefferson garage. The duo created some metal flags as wall hangings, then posted a picture on Instagram.
“After we posted it on Instagram, it went viral,” Shane says. “The next morning, we had more than 500 orders for it. It was a total fluke, a total surprise. Neither of us could believe what was happening.”
Within days, the Hendersons had received thousands of orders for their art.
An overnight success, Shane quit his day job and has dedicated the last eight years to building Metal Art of Wisconsin in a 15,000-square-foot Manitowoc facility that today employs 22.
Meanwhile Justis, who is now 18 and practically grew up in his father’s shop, tested his own artistic eye by creating a marbling paint that adorns the business’ flags.
Justis’ styling took the products to another level, says the proud dad: “We couldn’t make them fast enough to fill the demand.”
Justis recently started Flags by Justis, and the two companies now operate in tandem. All of the Hendersons’ products are handcrafted, often to the specifications of their customers. Sales for both businesses begin at their respective websites, although both credit Instagram with their success.
Besides creating a booming business, the Hendersons’ story is also about creativity, patriotism and giving back to the community. And it keeps getting better.
The Hendersons started a charity called Flags of Fortitude, which recognizes the contributions of first responders and others they consider heroes with gifts of art.
“We accept nothing in return for these products,” Shane says. “We consider it an honor that these folks like our products and hang them proudly in their homes and offices.”
To date, the Hendersons have donated more than $250,000 worth of products to veterans, military servicemembers, police officers and other first-line responders, even crossing guards, and many others across the country.
Any member of the public can nominate individuals they consider community heroes to receive this donation, which is worth about $500.
“Doing this is what makes it all worth it for us,” Shane says.
The Hendersons seem to have a knack for finding the next big thing. In 2017, they created the Freedom Cabinet, which is a steel cabinet with a wooden flag that opens and locks using biometrics. In one Christmas season alone, the Hendersons sold thousands.
The most recent endeavor by the duo is a product called a “Chill Daddy,” which is a wall hanging refrigerator with a flag or other specificized design, including Justis’ marbled paint option, on the outside.
“We have a unique product, but we are still in competition with so many other businesses across the country who also have great products,” Shane says. “We try to buy much of our materials locally, which not only helps our friends and neighbors, but the supply issues are easier to deal with that way too.”
Chill Daddy was recently selected to participate in New North, Inc.’s NEW Launch Alliance Pitch Event Dec. 3 at TitletownTech in Green Bay and placed second.
“I’m going to continue working on the business,” Justis says, adding that eventually he might pursue a degree in metal art. But for now, the business and his artwork are his singular passion and an inspiration to his peers.
“My friends like what I have done, and I think my youth inspires them to think age doesn’t mean much,” Justis says. “If you have a passion, pursue it.”
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