It’s been almost a week since the hotly-anticipated opening of Dash New York, so we decided it was about time to see it for ourselves. Walking up to the store, I saw no police officers, fistfights or camera crews, which I presumed meant a lack of Kardashain blood inside. In fact, the shop was nearly empty and would range from about two to 10 customers in the half hour or so I was there, which, granted, is probably average for a SoHo boutique on a Tuesday afternoon. Still, I expected a little more from a store whose recent opening warranted police barricades and multiple arrests.
The airy space has a decidedly high-end feel. There are about five hanging racks with items like Smythe coats, 6126 by Lindsay Lohan leggings adorned with leather and sequins, many body con dresses by Kova & T and Torn by Ronny Kobo, lots of high-end black denim, a few fur vests and the occasional ridiculous gold jacket with huge shoulders. There were also several tables of dumb-looking Wildfox t-shirts and denim and a few shelves filled with more t-shirts, sweaters and other products. There were a few things I might wear, including come cute cropped blouses, tailored coats and LNA pieces, but the overall look was very Kardashian. A few cases near the registers housed some pretty decent jewelry, including some very expensive-looking gold pieces and even a few diamonds.
If I had to judge, I’d say there was a pretty even mix of people who would legitimately buy the clothes and tourists who just wanted to see the store (and maybe a Kardashian). And conveniently, the store has something to offer to both. About half of it is a typical contemporary boutique, albeit with an extraordinary amount of black and body-con dresses and sequins. The other half caters to people who just want a piece of the Dash/Kardashian brand, i.e. Kim's fragrance, plain white t-shirts that say Dash on them ($60), Dash candles ($40) and Dash WATER ($10). At the bottom of a shelf housing the aforementioned, there is also cellulite cream and a variety of QuickTrim products, of course.
I decided to “try on” some Lohan leather leggings and a Ronny Kobo sweater and instead of Kim or Kourtney taking my picks to the fitting room for me, no one did. Why? Because there was only one sales associate in the whole store. She was behind the register inventorying a buttload of beauty products (of which there were none on the floor, yet). At one point she yelled over to a security guard, “This is so annoying.”
Even though it was obvious, I asked her where the fitting rooms were to see if she would offer any help and to avoid looking like a shoplifter. “Right down there. There are three open,” she offered. She didn’t tell me to let her know if I needed another size, or do anything particularly helpful, but had a nice, friendly demeanor.
The dressing room was nice, clean and spacious, but dark, lit only by a dim chandelier. I overheard a woman yelling out to her friend “Can you get me that sweater in a medium?!” and I don’t think the lone sales associate rushed to do it for her. But, I understand, she was busy inventorying things.
There were no shoes or handbags, but I wouldn’t be surprised if there is more to come (if the lone salesgirl’s frantic inventorying is any indication) and there is certainly room for it. Just throw in some leopard print Louboutins and perhaps a branded line of hair extensions, and the store houses just about everything you need to look like a Kardashian. Click through for a few stealth shots i took inside the store.