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In an area synonymous with loud Irish pubs and packed pre-theater restaurants, Lyd could easily get lost. Yet this diminutive boutique stands out in part because its minimalist décor of white walls and simple accents is in such strong contrast to its strident surroundings. Owner Mia Gonzalez spent twelve years as a knitwear designer before opening her own shop in 2003. The clothes she carries—by well-known designers (like Citizens of Humanity and Blue Cult) and up-and-coming ones (like A. Chang and Uluru)—are freshly original with a vintage feel. Except for a few sassy fifties-indebted cocktail dresses and an array of designer jeans and cotton T-shirts, most pieces could do double-time at work and a night out. Which should suit most rushed midtown workers just fine wherever they’re rushing to. — Melissa Noble

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