Boston Common - Niche Media - A side of Boston that's anything but common.
Issue link: http://digital.greengale.com/i/61746
photography by rebecca penner (exterior) Scarf, Sir Alistair Rai ($96). Belts, Cowboys Belt ($45– $80). Chelsea clutch ($52) and Licorice clutch ($48), Urban Expressions. White sweater ($82) and striped sweater ($78), Brandy Melville Each Crush location offers a different mix of designers. Paper Crown represent a perfect unison of the friends' personal styles; while Macris is a bit more polished and feminine with a New York City edge, Penner's look skews a little more West Coast rocker. "I'd be psyched if we car- ried only denim and cool tops," Penner says, wearing a cherry-red Rory Beca tie-front blouse and dark denim by J Brand. In February, Macris and Penner opened a second location of Crush, on Newbury Street, looking to tap into the neighborhood's vast col- lege population, heavy foot traffic, and reliable influx of tourists. In a bright first-floor space that once housed Matsu, the new store is undoubtedly a step up—bigger and airier than the subterranean Beacon Hill location. Though Crush Beacon Hill already stocked more than 50 brands, Back Bay presented a chance for Macris and Penner to diversify, buying for a cli- entele they thought might be a bit more adventurous, as college students and Europeans tend to be. This translates into finds like the Dress, Dolce Vita ($108). Tank, Patterson J. Kincaid ($98). Clutch, Urban Expressions ($46) navy blue nylon/spandex Harvey dress or the kelly green Nikki silk top with cut-out shoulders from LA-based Boulee, a new label for the store. "Over the years we've learned that it's important to be con- stantly evolving and not scared to take risks," such as experimenting with new designers or, say, opening in a downturn, says Macris. "That's what's kept our custom- ers interested and coming back." So has a commitment to a "mix and match" view of pricing, with a range that spans $40 tanks from LNA and $350 dresses from Shoshanna. It's Crush's most enduring appeal—there's something for everyone here. They've even found a surpris- ing new fan base in the area's trendy moms, says Penner. Fans of the Back Bay boutique will find a different mix of brands at the new store. "Carrying different designers at each location allows us to expose our customers to more up-and-coming designers whose names are new to Boston," says Penner. The women love nothing more than chipping away at what they consider Boston's fixation with It brands. "Bostonians tend to be obsessed with labels," says Penner, adding that she and Macris also dream of the death of the shearling boot. "We think there's a real market among girls who don't care about that. They just want some- thing fun and interesting and new." 264 Newbury St., 617-424-0010; shopcrushboutique.com BC bostoncommon-magazine.com 75 Drop-shoulder blouse, Plenty by Tracy Reese ($160)