Exclusive : AGS x Wish

Streetwear Boutiques used to set the standard for exclusivity. Now there’s a demand for so-called “trendy” & “cutting edge” styles. Brands try to pass off watered down versions of what one designer or brand has done to uneducated consumers through makeshift boutiques that claim you can only get it there. It’s almost like FM radio. No one is really bringing you all the hits first if your all playing the same music! This is a business more so than an identifying mark of individuality. So what’s keeping advocates of streetwear interested? If you had to provide an example of what a boutique is supposed to provide Wish here in Atlanta would be more than a good place to start for three reasons.

It’s location is fairly discreet. No colorful sign or bells & whistles drawing attention to the establishment. It can be hard to find for some individuals even though the area is usually pretty well populated. The aesthetics of the store itself scream unique. It conveys a very organic feel with the plywood covered floors and walls. No clothing racks to impede a customers path through the store. A weave of colorful poles line the perimeter of the store and display their merchandise. The lower level is an appealing contrast to the upper. Dark, barely decorated other than the numerous books that fill the shelves above and below their lite sneaker display. If you note Frank’s interpretation of the store’s design. This is what the store is one of the better examples of a boutique. it’s not just about the products they sell. Its also about the ambience that your introduced to before you even see their brands.

The brands too are unique. They carry the mainstream essentials. But their weight in the game allows them the ability to make collaborations w/ some of the lines they carry (i.e. Play Cloths, Mishka, New Era, Akomplice), which in turn, ups their variety of stock. In addition to colloaborations they also carry they stock brands you can’t find anywhere else in the city. Comme De Garcon PLAY, Original Fake, Maiden Noir, & UNFTD, just to name a few. You can tell that they pay attention not only to whats going on around them locally. But also whats culturally relevant. What brands will catch the attention of the more educated shopper.

The third reason Wish is a good example of what “true” boutiques embody is it’s staff. An educated sales person is invaluable. To be knowledgeable without coming off pretentious or condescending is a skill (though it shouldn’t be). They can make or break a sale. They’re also the main reason people return to the store. The brands sell themselves. If you have it & they want it… It’s bought! Plain & simple! But how enjoyable that experience is can only be determined by the people working in the boutique.

Wish has a great staff. Not because they know it all. Not because they sport their entire inventory while at work like it’s a uniform. But because they’re real. If you ask their opinion on something. They let you know. Even if they don’t like it. Even if YOUR buying it! You can tell that to some degree this isn’t just a posh job they’re using as a stepping stone to some other avenue of social exclusivity. They’re approachable. This is also one of the main reasons I enjoyed doing this interview. Much thanks to Frank for taking some time out of his schedule and bearing with us through technical difficulties. Shout out to Kim, Mario and all the other Wish family members that show us love. We look forward to doing more work together in the future… Check out Wish’s new online store as well! Wish