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(Photo: Brad Paris)
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What kind of parent shops here?
The women are very hip. A lot of them shop
in the middle of the day. They’re not desperate housewives, you know what I mean?
What about the fathers?
They walk in looking nervous, dazed. They don’t want to make a decision.
How much money do people spend?
I’ve had single sales upwards of $1,500. At the beginning, I was shocked. They just really like dressing their kids up; I don’t want to say it’s like a hobby.
Do the children say thank-you?
Unprompted? Not many.
Are the clothes dry-clean only?
Our fall-winter collection was, mostly.
We had a lot of cashmere.
A lot of kids can’t deal
with wool.
They know the difference?
Sure. They know what looks good on them, too. I had
a 6-year-old who wanted a fitted sweater. His mom
got him one, then saw a pair of pants and said, “Oh, these are nice and casual.” And he goes, “Casual? I look great
in casual!”


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