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New York Times January 2004
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Hip Transplant:
Shops Venture Manhattanward
ISA, a boutique that mixes high-end vintage with asymmetrical
skirts and a sales clerk who doubles as the store’s D.J., is
one of the coolest things in Williamsburg. But forget being the
coolest thing in a borough like Brooklyn. Entrepreneurs want to
go to the epicenter of hip, the core of it all, not to mention the
money.
So perhaps not surprisingly, ISA’s three-month-old outpost,
called Nom de Guerre, is tucked away in a basement on
Broadway at Bleecker Street. Its owners have taken their Williamsburg
style and created a marketing concept with a tinge of
Brooklyn sass; as a result, although the store is below the street
level and without signs or advertising, it still attracts a word of mouth
following.
“We were in the middle of nowhere in Williamsburg, and now
we’re underground in Manhattan,” said Holly Harnsongkram, an
owner. “This is indy fashion” ...
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