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Another Counter Culture
June 27, 2005
Counter Culture has come out of its Deep Ellum closet.
Since 2000, retro fashion seekers have been Deep Throat-ish in divulging details about the Main Street store that sells vintage and old-school-inspired clothing.
So, Counter Culture opened a second store last month in Mockingbird Station with the hope of expanding its customer base.
"So many people come in and say, 'This is the best-kept secret in Dallas,' and we thought, 'Uh-oh, what are we doing wrong with our marketing?' " says Ricky Coburn, the
store's 31-year-old founder. "We liked the idea, but we knew we weren't going to get by on that."
Mockingbird Station is known for attracting instant-luxury, Lucky magazine types, a shift from the traditional Counter Culture customer, who is more nostalgic and Rolling Stone.
"The Deep Ellum store is kind of our rock 'n' roll shop. And we'll keep it that way for customers who don't mind searching for that one-of-a-kind item," says Coburn, who lives
in California. "But the Mockingbird Station store is for those who don't like the hunt. It's more boutique."
Think of it as the kind of spot that Sex and the City's Carrie Bradshaw would adore. Sarah Jessica Parker's character on the beloved HBO series has been credited with sparking
an interest in vintage looks among those who once only shopped for the new and pristine.
"But we don't see it as a trend," says manager Greg Wolfson. "We see it as a way of life, the way our customers have always dressed and always will."
Both stores will carry what Counter Culture is known for: vintage wares, such as Levi's dating to the 1940s; its own vintage-reconstructed line called Particles (think old
T's sewn onto pearl-snap button-downs); and new lines designed with "a vintage mentality."
The Mockingbird store will carry a higher percentage of new lines.
For more information:
Sean Leonard
Counter Culture
214.698.0117
sleonard@counterculturestore.com
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