Clothe’s contemporary labels—Sage the Label, Lush Clothing and Honey Punch to name a few—lend the boutique a vibe that falls somewhere between Midwest coziness and L.A. edge. Clothe also boasts a solid shoe selection—a rare find at many women’s boutiques—featuring brands like Rebels Footwear, a favorite of Baker’s. The prices at the boutique are just as varied as the merchandise, ranging from $6 pairs of earrings to higher-end clothing near the $100 mark. The home goods and gifts are also notably tempting; I came dangerously close to leaving with a pair of cactus-printed pillows and a new jewelry dish.
Yes, there’s something satisfying about a KonMari-inspired sweep of your belongings. But there’s a special kind of joy that comes from pawing through stylish threads, especially at a boutique as well-curated as Clothe. So, while others are finding joy in tossing out old college T-shirts, I’ll be on the hunt for more stuff—hopefully at Clothe.
Q&A with Owner Jenny Baker
417 Magazine: What inspired you to open your own boutique?
Jenny Baker: I’ve been in retail ever since I could work. I worked at Francesca’s [in the Battlefield Mall] throughout high school and then at another boutique for five years where I served as the manager. It’s always been my dream to own my own business. This year, the timing was right and it all just worked out perfectly.
417: Clothe’s apparel seems pretty youthful. Who is Clothe’s ideal customer?
J.B.: Our target audience is definitely more fashion-conscious, but we do sell to a variety of ages. I’ve seen anywhere from teens to women in their late 50s and 60s. It’s really just whoever is looking for the newest trends.
417: What’s one thing you want customers to know about Clothe?
J.B.: I really just want to make sure people know we’re very friendly and approachable. We even have a store phone so customers can text us with any questions if they see things on our Instagram page. Even if you don’t feel like picking up the phone to call us, you should be able to get in touch.