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What do you get when you mix racks of designer clothing with hot vegetable soup?
A new SoHo boutique named The 1929 - after the Depression - and a place where fashionistas and the down-and-out soon could be rubbing shoulders.
The street level store on MottSt. is decked out with racks of snazzy dresses, pants and tops by independent designers.
The basement level has been transformed into an art and performance space by night and a spot where hungry shoppers, or even passersby, can pick up a free bowl of soup and coffee during the day.
"The store is inspired by the Great Depression," said store manager Aaron Genuth, 25, one of three friends who created the business.
"There's a feeling that people getting together can make things better on a local level, like we are doing here, and in a greater sense for the whole country," Genuth said.
The store is one of a growing number of "popup retailers" moving into vacant storage spaces around the city on short-term leases.
It opened near Mott and Broome Sts. on Black Friday and has a contract through next month.
After that, the owners will have to find a new location. They also plan to expand their empire online.
"Fashion has always been something for the rich," said designer Levi Okunov, who is also a partner in The 1929.
"Who said it can't be for the masses? We want people to come here, have a bowl of soup, try on some clothing and maybe check out the artwork downstairs.
"It's not only a clothing store, but a collective space of people's energies."
http://www.nydailynews.com/lifestyl...at_soho_store_theyre_gonna_retail_like_i.html
A new SoHo boutique named The 1929 - after the Depression - and a place where fashionistas and the down-and-out soon could be rubbing shoulders.
The street level store on MottSt. is decked out with racks of snazzy dresses, pants and tops by independent designers.
The basement level has been transformed into an art and performance space by night and a spot where hungry shoppers, or even passersby, can pick up a free bowl of soup and coffee during the day.
"The store is inspired by the Great Depression," said store manager Aaron Genuth, 25, one of three friends who created the business.
"There's a feeling that people getting together can make things better on a local level, like we are doing here, and in a greater sense for the whole country," Genuth said.
The store is one of a growing number of "popup retailers" moving into vacant storage spaces around the city on short-term leases.
It opened near Mott and Broome Sts. on Black Friday and has a contract through next month.
After that, the owners will have to find a new location. They also plan to expand their empire online.
"Fashion has always been something for the rich," said designer Levi Okunov, who is also a partner in The 1929.
"Who said it can't be for the masses? We want people to come here, have a bowl of soup, try on some clothing and maybe check out the artwork downstairs.
"It's not only a clothing store, but a collective space of people's energies."
http://www.nydailynews.com/lifestyl...at_soho_store_theyre_gonna_retail_like_i.html
