With the recent addition of chic outlets like Niche Outside, Chop Shop, and Inès Pâtisserie to Capitol Hill, it was only a matter of time before a hot new boutique would follow suit. Enter Likelihood, a cool, airy space that’s redefining how we see the reliable sports shoe. Co-founded by Aaron DelGuzzo and Daniel Carson, the brick and mortar opened in May on 11th and Union next to sleek salon Essensuals London. During a nine-year stint at Nike, DelGuzzo traveled from city to city sleuthing sneaker-loving customer likes and dislikes. Years later, he found himself in Seattle and ready to create a store of his own.
DelGuzzo called on local craftsmen to create an innovative minimalistic space that reflects the modern sneaker styles. Local sculptor Troy Pillow built the hexagon light display that hangs from the ceiling, Nick Yoshihara crafted the wooden cash desk, and Noble Neon created a neon sign that reads, “I called shotgun infinity when I was twelve.” Likelihood isn’t your typical sneaker store. It focuses more on fashionable designs rather than athletic or urban sneakers. Home to familiar brands like Adidas, New Balance, and Puma, it also stocks labels like Sweden's Eytys and Italy's Buttero, a brand renowned for premium quality leather designs.
Made by locals for locals, the Capitol Hill store is a haven for those who want to develop their personal style, find something special, or learn about new and interesting brands.
What song or album is playing on your store’s sound system right now?
We play Pandora playlists. Our favorites are Odesza, Haim, James Brown, and Jill Scott. It’s something to make our customers feel good and not rushed. Great music along with the AC and fun products to look at makes for a good shopping experience.
What was your first job? What did you love or hate about it and how does it compare to what you do now?
This question will age me a bit, but my first job was at Merry Go Round, a national chain back in the day. I loved the job. It was my first intro to sales 101! Back then I was solely a salesman, now I have to also fill and run the store which together is much for fun.
What’s your favorite piece in the store right now? Why?
This is like asking someone with kids to pick their favorite child. I would say I’m loving Eytys. We just brought them in from Stockholm. The style is very simple with a thick cup sole but when you look closer you can see the craftsmanship and quality.
Where do you shop when you’re not at your store?
J.Crew, Club Monaco, and I will cruise Barney’s. I like Mr. Porter and Need Supply. I also really like the things at Blue Owl but I haven’t bought anything there yet.
What do you love about your store’s neighborhood?
We love the vibrancy and creativity of Capitol Hill. From the music scene, to the burgeoning fashion scene, we just love being a part of so much creative energy. Part of our beliefs is to bring the culture into our space so we have live bands at our events, we work with local restaurants like JuiceBox for our events. We want to make the Capitol Hill culture as much a part of Likelihood as Likelihood is a part of Capitol Hill.
What nearby restaurants, coffee shops, etc. do you recommend?
Inès Pâtisserie. Nora is the most amazing baker. JuiceBox, we eat lunch there almost every day. Of course there is Stumptown coffee. When we eat dinner out we like to go to Omega Ouzeri, Tallulah’s, Kurt Farm Shop, and Mario’s pizza. Chop Shop is really good too.
Why did you choose the neighborhood?
Capitol Hill is still the creative and cultural epicenter of the city. We wanted to be a part of it and make a contribution to it.
Where did the store’s name come from?
We wanted a name that was instantly recognizable anywhere to our store in Seattle. We also wanted a name that evokes optimism. The earliest use of the word “likelihood” is “the promise that something good is about to happen.” We think that describes how you feel when you shop in our store. There is always something new to discover. It also describes how you feel when you put on your favorite shoes. You feel like something good is about to happen.
What’s the weirdest thing that’s ever happened in your store?
Nothing weird yet. Kevin, our shop dog, keeps things running smoothly. He’s security, the business manager, and the head greeter.