MARSHALL — Mister Cool’s Clothing wasn’t just a catchy name for a business. The Marshall men’s clothing store got its name from its founder, Joe Cool — and that was his real name, too.

“He had the right personality to get along with that name,” said Brad Cool, Joe’s son and the current owner of Mister Cool’s. Joe had fun with it, Brad said. “He collected Coke memorabilia, and Snoopy memorabilia.” Even today a shelf in the store has a display devoted to the Peanuts character, and especially his Joe Cool alter ego.

Family, friends and community members said they will remember Joe Cool as an outgoing person and a big supporter of Marshall. Cool died Monday, after a long fight with Alzheimer’s disease. He was 76.

“Joe was not only a really big part of the downtown retail community in Marshall, but also all parts of the community,” said Marshall Mayor Bob Byrnes.

Cool was a lifelong part of the Marshall community, although he wasn’t always in the clothing business. Joe’s first job was at the Coca-Cola bottling plant in Marshall, Brad Cool said.

“He started sorting bottles when he was 12 years old,” Brad said. When he was older, Joe drove a delivery route for the company.

Cool later went on to serve in the Army. After coming back to Marshall, he started working for Ed Marcotte at Marcotte’s clothing store, Ed’s Toggery. In 1971, Cool bought the building on Main Street where his grandfather had owned and operated Cool’s Tavern.

Cool’s Tavern was a “3.2 tavern,” serving drinks with 3.2 percent alcohol content, and it also had a lunch counter in the back, explained Bill Cole, a longtime friend of Joe’s. But it became the site for Mister Cool’s Clothing.

The Cool family have run the clothing store since then, with Brad eventually becoming the new owner after Joe retired.

“He really loved working at the store,” Brad Cool said of his father. Joe Cool always brought a high level of service to his business, community members said.

“Years ago, he taught me how to tie a tie,” Byrnes said.

Cool was always willing to help customers, whether it was at six in the morning or seven at night, said Marshall resident Russ Labat. “That was his business philosophy,” Labat said.

“He knew everybody,” Brad Cool said. Joe always remembered his customers and what they bought — even people who may have stopped by only once before.

“He remembered what you had in your closet at home,” Byrnes said, and could pick out a matching shirt or suit for you, in the right size.

Cool also had a strong connection with the community.

“You wouldn’t find a bigger supporter of Marshall’s downtown than Joe,” Labat said.

Byrnes said Cool tried to encourage businesses that would help strengthen the existing downtown — like having a women’s clothing store to complement the men’s clothing store, for example.

Cool was also active in community groups, including the Marshall Area Chamber of Commerce and the Marshall Rotary, Brad Cool said. Cole said he and Cool served together on the Marshall hospital board.

“That was a big thing for Joe,” Cole said.

In 2004, Cool was even featured in a story on Minnesota Public Radio, as part of a series about small and independent businesses. In 2007, he was inducted into the Pride in the Tiger Foundation’s Hall of Honor.

Besides his support for his hometown, Marshall community members said they also remembered Cool for his personality.

“I had a lot of good times with Joe,” Cole said. Cole said he first met Cool back when he was a Coca-Cola delivery driver.

“We just kind of stayed in touch,” Cole said, and they stayed friends when Cole moved to Marshall in 1969. As a friend, Cole said, Cool was the kind of person who was always ready to help. “He would do anything for you.”

“He was always a good friend to travel with, too,” Cole said. “(Joe) enjoyed everything,” he said — although he always preferred simple meat-and-potatoes food for meals.

“I think everyone liked Joe,” Byrnes said. “He always had a positive attitude. That’s what I remember about him.”