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September 9, 2008 10:04 pm
The Aloha Rag store on Greenwich Street has been open for a few months now, but that didn’t stop owner Tatsugo Yoda from throwing his New York City outpost a belated coming-out party on Sunday night. Befitting the store’s Hawaiian roots, the all-white Aloha Rag space was lit up like the inside of a tanning booth, with some additional neon glow coming courtesy of Anne Koch’s temporary installation of fluorescent, rainbow-hued tubes. After a while, it was tempting to reach for a pair of shades. And so perhaps all that light was no accident, inasmuch as the party doubled as a celebration of Aloha Rag’s exclusive deal with Linda Farrow to retail the brand’s Luxe and Luxe Fine Jewelry collections. “It’s all bespoke,” explained Linda Farrow’s Tracy Sedino of the Fine Jewelry range. “You pick the style, you pick the lens, and then you decide what kind of stone you want set in the frame.” Prices for the Fine Jewelry specs start at $5,000, she went on to say, and can go as high as $22,000. If that seems steep, at least Aloha Rag was helping its party guests save up a few shekels: Next door at Don Hill’s, where the Parisian über-hipsters from Kitsune were spinning, the food and drink was free all night.
