DESIGNERPROFILE

“I wanted to study the techniques and learn how to do them digitally. Learn how to take the old techniques that started with drawing on paper and I wanted to learn how to do that on a computer, so I could take my digital work and make it look like the old work.”

In 2015, Harris recalls a full print vintage shirt being roughly $15. Seven years later, it has gotten up to roughly $150, depending on where the customer purchases the merchandise. Since retro began exploding, he believes he has roughly 190 T-shirts.

One of Harris’ most prized possessions is a customized pair of Jordans that he got done ahead of the 2020 Daytona 500. They are black and silver with Sam Bass Illustrated insoles and on the heel of one shoe is the No. 3; on the other is Dale Earnhardt’s signature.

“Whenever I post them, my feed gets flooded with, ‘How can I buy these?’” he said with a laugh. “I say, ‘Due to licensing constraints, you cannot buy these.’”

Some of Harris’ rarest finds are of Davey Allison and he has a considerable amount of Ernie Irvan merchandise. All of his collectibles are separated by driver in his closet.

He often purchases his products through Speedway Screens, BBlaze Vintage and DayzGoneByVintage. If you’re searching for a hidden gem though, eBay or Facebook Marketplace is the way to go.

“If you want to get into it, you’ve got to be in the hunt and find stuff on your own,” Harris said.

Not only is he huge into collecting, Harris’ digital style is also retro. It all began in 2013 at Richmond Raceway with Xfinity Series team owner Sam Hunt. Back then, Hunt was competing in the K&N Series, and wanted photos of his car. Through a mutual friend, Harris reached out and was given credentials for Richmond.

“I think I traded him credentials for track access and photography,” Hunt said. “We made an easy deal there and got to know each other. That was his foot in the door, and he did a good job. We started using him for some other random stuff. He started to get to know some people in the garage and here we are now.”

Since officially opening LUE Creative, Hunt has been one of their biggest clients. LUE Creative has also spent the past three years developing and crafting NASCAR Hall of Famer and 2000 Cup Series champion Bobby Labonte’s SMART Modified Tour campaign alongside Cook Out and Pace-O-Matic. Currently, they’re working with KHI Management on a few special projects for Kevin Harvick’s retirement year. Some of their other clients include Liquid Death, McDonald’s, MoneyLion, Hooters, Bobby Labonte and NASCAR Licensing.

Despite being a race fan his whole life, Harris only went to one Cup Series race prior to 2011. That race, the 1997 All-Star, was where he discovered the motorsports art of the late Sam Bass, who he later met and befriended in 2016. “ Sam was always a huge influence on my life and art and being able to become friends with him and share our work and passion for motorsports was unbelievable. It’s something I’ll cherish forever” said Harris. You could draw quite a few parallels between the late Sam Bass’ life and career to that of Lue’s that extend beyond just their artistic styling. Both exhibiting passion like no other for the vibrant sport of NASCAR that we all love. Harris also talked of growing up financially lean, but that instilled a hard work ethic.

“That’s the stuff that means the most to me; the stuff that can get in the hands of the kids that can’t make it to the race track,” he said. “That’s how we keep the sport alive and moving, whether it’s vintage merch or current merch. The more that we can get into the hands of people that can’t make it to the race track, the better off we’ll be in 20 years.”