Creature Feature: Jade Lai Sets Up A Shopping Hangout in NYC – Vogue Daily – Vogue

23Sep10

“Everyone just wants to be comfortable,” says boutique owner Jade Lai of the inspiration behind the name of her now-bicoastal venture, Creatures of Comfort. But rather than simply stocking slouchy-luxe clothing (which she does), or just displaying them in beautiful surroundings (which she also does), Lai imbues the shop with her own personal spin: “I want it to be a place of community where people grab coffee from across the street and hang out.” The down-to-earth 31-year-old left L.A. last year after opening her first boutique and establishing a loyal clientele of friends and followers. Now she’s in New York replicating the model. Her Manhattan store opened earlier this week—amid the San Gennaro festivities on Mulberry Street. In fact, so social is Lai that the powder-coated clothing rails in her shop not only showcase her favorite designers but also serve as a sartorial address book. The names on the labels are a running list of her closest friends: Tom Scott, Rachel Comey, and Mona of A Détacher (Isabel Marant, Margaret Howell, Martin Margiela, and Rick Owens aren’t her nearest and dearest yet, but you get the idea). There’s also her own, two-season-old line with its asymmetrically hemmed polka-dot tees, loose, striped T-shirt dresses, and woolen Bermuda shorts on offer.

via Creature Feature: Jade Lai Sets Up A Shopping Hangout in NYC – Vogue Daily – Vogue.

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