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subscribe to style file blog via RSSodin for girls: pas de deux opens
September 15, 2008 3:06 pm
When gossip began to spread that beloved men’s shop Odin was planning to open a sister store for girls right next door, it was easy to foresee racks upon racks of tomboyish clothes. Common Projects sneakers in ladies’ sizes, perhaps, and an ace selection of button-downs and hoodies. All the stuff, in other words, that women have been sniffing out at Odin for the past few years. Well, think again. The merch at Pas de Deux, as Odin’s women’s shop has come to be known, is nothing if not feminine. “That’s why we didn’t call the store Odin,” explains founder Eddy Chai. “We really wanted to do something different, and not confuse people into thinking it’d be all the same stuff that we carry in our men’s stores.” Not that Pas de Deux doesn’t reflect the Odin sensibility—the store’s stock is likewise a tight edit of downtowner must-haves; in this case, Alexander Wang knits and leather, Repetto shoes, and dresses by the likes of Karen Walker, 3.1 Phillip Lim, and Lover. As Chai notes, the strategy is to give local lasses a closet quick fix. “We’re not trying to be avant-garde. Girls wander into Odin all the time, and I see what they wear. Really, we’re just filling a void in the neighborhood.” Chai is undoubtedly on to something: Before the store had even opened, shoppers were already swarming its doors. “See,” Chai said, watching as a half dozen or so women crowded into Pas de Deux’s petite space. “All foot traffic.”
tags: Odin, Pas de Deux
