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ODD. Boutique Bringing “Street Fashion” to 164 Ludlow
Lulu D was certainly a prelude of sorts over at 164 Ludlow Street. HBO commandeered the store after Ludlow Guitars relocated up the block, constructing this faux boutique for the short-lived How to Make it in America. Filming eventually wrapped, and the address welcomed a replacement in Castle & Pierpont. Yet it followed a similar trajectory, and the interior design company folded after a slim nine months. Now it’s back to threads. Lower East Side, meet ODD.
ODD. (annoying punctuation intentional) has been part of the street discourse the last few weeks with its series of handbills around the neighborhood. Their guerrilla marketing strategy ultimately culminated in the installation of a flagpole sign above the entrance of 164 Ludlow Street. It is here that the nascent online retail concept is going for broke with a bricks-and-mortar location. Up until now, they operated strictly as an appointment-only showroom in midtown.
Derelicte ODD. prides itself on being “from the street” and catering to the “weirdos.” And how much, pray tell, does that privilege cost? You really don’t wanna know.
Change is born from the need to fill a creative void that’s been ignored. In the fashion industry there is so much focus on the mainstream style, but where does it come from? The streets. ODD brings fashion back to its roots via real people with extraordinary style, and brings you unique, more affordable alternatives to the mainstream interpretation of “street.”
We don’t believe in men. We don’t believe in women. We believe in individuality.
ODD caters to those niches of creative types, artists, and weirdos while still appealing to the masses. Versatility is key; its all in how you wear it.
You down wit ODD…?