Oh look, it's Looc
Shawna Strachan is bored with Newbury Street. Rather than shop at an overstocked retail chain, it’s far better, the 30-year-old Bostonian figures, to find a neighborhood boutique with a few good nuggets.
Strachan and her business partner, Audra Bodenstab, last month opened Looc, a South End women’s clothier featuring party, casual, and work wear. In a few short weeks, it’s become the most buzzed about boutique in town.
‘‘We have herringbone shorts and you put tights underneath,’’ said Strachan. ‘‘We have a leopard print dress with buttons down the front. We have a black dress with a cotton tank top and a puffed skirt made of lace. The clothes are classic but modern.’’
The shop is targeting 30- to 60-year-old women. Its brands include Thread Social, Habitual, Christina Lehr, In God We Trust, and Ella Luna. Prices range from $60 for a necklace or T-shirt to $600 or more for a dress. The 1,400-square-foot boutique is at 12 Union Park St.
Strachan and Bodenstab are aiming for an elegant, polished look with their clothes. They have chosen not to carry pants (other than one style of jeans by Habitual). ‘‘We don’t want you to spend your money on pants. Go to H&M,’’ said Strachan. ‘‘We want you to wear a dress because fashion is now back to the way women used to dress.’’
Don’t look for shoes or handbags there either. ‘‘We will have three pairs of flats. Girls are going to spend money at Neiman’s on Manolos or on Fendi for bags. Why do I need to carry them?’’ Strachan said.
Looc does have a large hair accessory department.
Both Strachan and Bodenstab, 26, are from the Wilmington, Del., area and attended the University of Massachusetts at Amherst. They met after graduation at the Eye of the Needle on Nantucket in 2001. Strachan was working as a buyer there and Bodenstab was a customer.
Strachan went on to work in retail in New York City at Scoop NYC, Ralph Lauren, and Hermes. Bodenstab worked in marketing and advertising sales at Herring & Associates. Last winter Bodenstab asked Strachan to join her in launching Looc. The name is French slang for hip or cool.
‘‘Hopefully,’’ said Strachan, ‘‘people will come in and say, ‘Oh, très looc.’’’
Suzanne Ryan can be reached at sryan@globe.com.
