SAN MATEO–IN the’60s, some anti-consumerist French radicals made a pronouncement: “Fashion changes so quickly because revolution is on its tail.”
To stay in step with ever-changing trends in youth apparel — and ahead of an insurrection against the “false desire” of style — several downtown boutiques are stocking the latest in urban wear for their suburban shoppers.
“You want to bring that flavor to another community, show them that there’s other types of things outside the realm of the average … clothing and music,” said Jamie Quilici, a salesman at Transit Urban Boutique on Second Avenue.
The shop offers a variety of teen and 20-something clothes and other goods with a hip-hop edge, from a West Coast I’m Lovin’ It T-shirt with an inverted Golden Arches forming the W, to Pintura spray paint, sold only to 18-and-older customers.
Quilici said a range of people — Asians, blacks, Latinos, whites — come to the store from around the county, mostly after school and on weekends.
“I’ve been noticing a lot of people from the Daly City area and South San Francisco, people who don’t have a lot of shops like this,” said the 22-year-old San Mateo resident, wearing an old-school Public Enemy baseball cap tipped to the side and low-slung jeans.
He said the thriving Bay Area rap scene has helped urban wear along, with both passionate boosters and quick-buck hucksters rushing to retail “hyphy” products.
Five-month-old Da G Spot, a few doors down from Transit, is a clearinghouse for hyphy fashion. Killafornia and I Rep the Bay T-shirts hang near national-brand G Unit sweat shirts, Dickies slacks and Scarface shirts with Al Pacino’s elaborately emblazoned mug.
Not everyone is a fan. The Riverbank Unified School District near Modesto recently banned clothing related to late Vallejo rapper Mac Dre, who popularized “thizz” music inspired by Ecstasy use. It also forbids gang-related slogans on clothes such as “vato loco,” according to The Modesto Bee.
Transit owner Brian Walsworth said his shop, which opened about three years ago and attracts youths from the Century 12 theater, is the exclusive local retailer for several urban brands, including Stussy, which reinvented itself from a surfbrand to streetwear, and LRG.
Turf Shoes, Transit’s sister store a block away on First Avenue, specializes in rare, snazzy sneakers that 32-year-old Walsworth said appeal to a broader demographic than his other wares.
“With clothes, it’s like mid-30s is where it stops,” he said. “I think people are more likely to wear crazy shoes with their outfit.”
Walsworth, who used to run a skateboard shop, said a new skate- and surf-style retailer called Atlas Skateboard Store is set to open soon on Second Avenue, just months after nine-year-old DLXSM skate shop closed its doors on Fourth Avenue.
“We’re happy that someone is filling the gap,” said Brian Greer, general manager for sister store DLXSF in San Francisco. “We were sad to leave. It really just didn’t pan out.”
Fellow Transit and Turf owner Kiya Babzani, 29, a San Francisco native who attended Aragon High School, said he feels somewhat jaded by the shifting fortunes of youth apparel.
“Kids have taken fashion to a whole new place,” he said. “Words can’t describe how heavily message boards and fashion blogs influence teen fashion.”
In the past of couple years, Babzani said the Internet has made hype the paramount popularizer for clothes, overshadowing the subtleties of the design business. A picture of a shirt on a Web site with dozens of “I hate it” responses can kill the product before it even hits stores.
“It’s now old news to a lot of these kids,” Babzani said. “A multibillion dollar industry is run off message boards.”
So in November, Babzani opened Self Edge in the Mission District to sell nostalgic $200-plus jeans imported from Japan. The stiff, unwashed denim — in the style favored by cowboys and hepcats of yesteryear — is so obscure in America that the fashion press swooned, and naysayers had no frame of reference to criticize the clothes.
“Every store gets stuck with product,” Babzani said. “You try to do your best and order what’s hot. I figured I should do something no one knows about.”