Improvd at Merge
The thing about Patricia Wolfkill’s Merge in Fremont is that it could be two Merges. The shop is huge, and the back 40 have always sort of seemed to want a … well, a popup shop. And now it has one.
At the end of September, Wolfkill worked with Gilt City to promote one of her favorite new lines, New York City’s Improvd the line, launched in spring 2010, is designed by two seasoned East Coast industry insiders; a boutique owner and a showroom owner. (I’m assuming they saw the need for improvement in the community …)
The opening party went so well that the shopkeeper decided to keep the in-shop shop in the shop for the rest of the season, and, check this out: she’s been talking to one of her Canada-based lines about taking over the space when spring rolls around.
It’s kind of a two-for-one thing, no?
Here, we talk to Wolfkill about the collaboration. You’re hereby invited to click through the slideshow to preview the clothes, then get to Fremont to see them for yourself.
WWW: Your Gilt popup opening went so well—is that why you went ahead and extended the shop-in-shop offerings?
Wolfkill: Improvd has always been one of my best selling lines at the store, and with the popup I’m able to offer so much more of the collection to my customers. They get to choose pieces from a much wider selection than what I could normally offer, so it’s been a great opportunity. Right now I’m putting together the next wave of merchandise to refill the shop. It’s very exciting.
What is it about the line that’s so right for Seattle?
I think Valentino Vettori (Improvd designer) designs casual, edgy, and very wearable clothing that’s perfect for this city. For example, they offer these cotton hoody/zip jackets ($129–$179) that blow similar items that I’ve seen in the market. The same is true for the casual/chic T-shirts and tops they do—they have just the right amount of edgy, modern styling. I’ve sold pieces from this line to women in their ‘20s and women in their ’60s. There truly is something for everyone, and at fantastic price points.
What’s your favorite piece in the popup?
The amazing leather jackets! Incredible style and materials unlike any other contemporary designer’s work out there right now. Improvd brings a very ready-to-wear look to the contemporary price point. The leathers all retail between $400 and $700. For this category, in this market, those are amazing price points.
