A unique vintage boutique, Surrender Dorothy, recently launched in New York City, transcends the typical retail experience, enveloping visitors in a world of theatricality and imaginative discovery. This establishment, located at 13 West 17th Street, evokes a sense of stepping into a fantastical realm, reminiscent of Narnia or a grand theater's backstage. Its name, a nod to both 'The Wizard of Oz' and Salman Rushdie's literary work, perfectly encapsulates its ethos of being a wildly inventive, transportive, and deeply personal shopping destination.
The store's founders, Ruby McCollister, Leah Hennessey, and Arabella Aldrich, envisioned Surrender Dorothy as a place where daily life could be imbued with unexpected splendor, drawing inspiration from iconic stores like Alice Underground and Biba. This vision translates into an environment where shopping becomes an exploration of wonder and joy, encouraging prolonged visits rather than quick transactions. The collection itself is a curated mix of historical and contemporary, featuring everything from a Shakespearean doublet to a vintage Jean Paul Gaultier gown, alongside pieces from emerging designers like Ellen Poppy and Genevieve Devine. The underlying philosophy encourages customers to don whatever attire, be it old, new, or avant-garde, and embrace a character for the day, embodying the very essence of mood dressing. The founders, bonded by a shared passion for how clothing can communicate, also share a history of drawing fashion inspiration from their stylish parents and a youthful inclination towards dressing beyond their years.
Situated in a gloriously aged building once belonging to a Tony Award-winning actor, the store's location further enhances its charm, boasting vibrant green walls inspired by the Emerald City and showcasing unique items like Mondo Mondo scents and Jess Maybury quilts. This dedication to crafting something extraordinary and authentic sets Surrender Dorothy apart, offering a refreshing departure from conventional retail. It provides an intimate avenue for engaging with art, allowing patrons to delve into the minds of its creators and experience a unique blend of fashion and storytelling, ultimately fostering a sense of connection and artistic interaction.
This innovative approach to retail celebrates individuality and artistic expression, proving that shopping can be an enriching and inspiring journey. Surrender Dorothy stands as a testament to the power of imagination and the joy found in discovering something truly unique, inviting everyone to embrace their personal style with confidence and creativity.