Just off of the California blue line train stop in Logan Square, you’ll find several James Beard Award winning restaurants, a bustling restaurant and cafe scene, Sunday’s farmer market and urban green spaces. In 2015, Women’s Wear Daily named Logan Square as the “next up-and-coming shopping destination in Chicago.” No wonder why, FELT owners, Catherine (Kat) Dunton and Holly Grannan chose this as the home of their new boutique.
A buzz travelled throughout the city’s fashion focused community of FELT’s opening and their fashion forward clothing offering. I am always one to show love and support to new local businesses, and researched them right away- which led me to their Instagram feed. The daily updates of fun outfit posts and new clothing arrivals (especially the photo of the electric blue faux fur Equipment coat) drew me into the store, so I can experience this exciting new shop for in person!
Perfectly placed in Logan square, right off the blue line, near a strip of restaurants and coffee spots, it gave off the perfect neighborhood feel. Walking in, I was warmly welcomed and greeted by the lovely workers that were equally as excited for my visit. My first thought as I looked around was, “AHHH! Im obsessed with the open, lofty, clean feel! I can actually browse and not feel overwhelmed!” The minimalistic visual merchandising kept a focus on the clothing selection and lures you right to the racks to do some shopping. It gave off of a modern, rustic feel with exposed brick walls, minimal visual displays, and simplistic racks for the clothing. The back of the shop is spacious with a cozy and sophisticated seating area. It is welcoming and inviting for customers to get comfortable and stay awhile to enjoy the experience. The spacious layout also works out great for when FELT hosts fashionable events for clients and locals to hangout in the store and enjoy clothing and treats.
The two owners met 5 years ago, when Kat was working at a Los Angeles boutique in Venice. It was a pair of shoes that Kat sold to Holly, which brought them together. Holly became a client, and little did they know how their relationship would blossom into a business partnership.
When Kat expressed the idea of opening a clothing store, it only made sense for Holly to join her. They shared a mutual excitement and passion for clothing and using it as a way to make people happy. They both came from retail backgrounds- not only do they have a love for fashion but cherish the importance of customer service.
The name FELT represents the warm feeling they want every customer to experience while shopping in their store. The FELT selling philosophy is one rooted in hands on and individualized service. Their goal is create loyal and lasting relationships with their clients through the services they provide.
Logan Square has turned out to be the perfect home for FELT given the strong sense of community. They picked the space and design build out to create a relaxing and uncluttered shopping experience.
The collections carried in the store are all hand-picked with their clients in mind, they picked established designers and went out of their way to source emerging talent that is new and unique to Chicago.
So hurry up and get over to Logan Square to indulge in the whole experience; do lunch with a friend, grab a coffee, then top it off with some shopping with our new favorite girls at FELT!
