By Eric Allen
Something interesting happens when you walk down Tremont Street, heading toward the South End. Small, independent stores begin to appear on the quiet road, followed by hole-in-the-wall bars and urban restaurants. Walking further, it becomes clear that those little shops were among the fringes of a thriving, hip center of commerce.
Yuppie newlyweds stroll hand-in-hand next to up-and-comers and alt-urban tastemakers along rows of stores perfectly suited to a Bostonian’s taste. One such outpost – Uniform, at 511 Tremont St. – is a remarkable find.
Small enough to give you a sense of just how carefully selected the collection of offerings is, yet big enough to allow you to browse leisurely, Uniform is well-equipped to provide you with clothes suited to your preference. It’s men’s only, but girls who want a boyfriend who doesn’t look like Turtle from HBO TV show “Entourage” will enjoy the store.
It offers familiar favorites like Penguin and Modern Amusement, but a discerning customer can enjoy the selection of Trovata and Vince. Some of the clothes may seem reminiscent of Urban Outfitters (maybe because Urban carries some of the same brands), but Uniform is less mainstream. There is a feel to the store that is possible only when a business is independently owned.
Some of the Trovata shirts are hung through the sleeves instead of the neck, making the rack irresistible. Modern Amusement shawl-collar thick-knit cardigans are hung on the end of a rack, sans hangers; Ernest Sewn jeans are meticulously folded; shoe displays are neatly arranged among racks of Spiewak jackets.
The display of Freitag wallets and bags is intriguing. Made from recycled materials, they should strike the fancy of anyone trying to “green” their life (who isn’t?). The shelf of Jack Black grooming products is a sign – one of the many – that whoever is selecting the merchandise understands men are becoming more thoughtful when it comes to shopping.
The store is a comfortable combination of a few of Boston’s stores: Urban can feel too syndicated, Barneys CO-OP too aloof and Stel’s too obscure. The clothes at Uniform are a good mix of affordable and higher-end, in a cooler atmosphere. Uniform is welcoming for once-a-year or once-a-weekend shoppers.
What is most promising is the selection of individual pieces. Men in search of clothes without an embroidered animal have plenty to choose from, and guys who want pieces no one else has, say an interesting belt buckle, can find them at Uniform.
The staff is helpful, friendly and offers the type of personal service that you probably won’t get at H’M. The store is refreshing – a cure for those ailing from a chain store overdose.
Newbury Street can induce feelings of commercial domination. It’s time to wander down a new street to find an area that’s waking up with the first signs of gentrification. Tremont Street, though somewhat beleaguered by corporate stores (hello, DWR) is a nice alternative to better known areas. And while you are there, stop in Uniform, and begin your post-UO therapy.
