Before becoming style editor at Newcity, I had never heard the term "boutique culture." In a similarly disquieting "never," I'd never set off on a comprehensive tour of the city's independent, locally owned shops; and though I'd dabbled in boutique-ing, I can't say that I was truly aware of the breadth and quality of Chicago-exclusive shopping.

More than a hundred boutiques wiser, I like to think I've gained some shopping savoir-faire.

The first thing to know when traipsing through Boutiqueville: always, always wear comfortable shoes--I recommend ballet flats from Pump for the girls and, for the guys, sneakers from Saint Alfred. This city has more can't-miss-`em boutiques than you'd think possible, and everywhere my fabulous team of writers and I went, we gleefully discovered that we had miles of shopping to do before our credit cards were maxed. In fact, by the time this goes to press, I'm sure we'll have discovered a pile of egregiously overlooked shops (and to the owners of those stores, please accept my apology) and we'll have heard about dozens of newly opened gems that we just can't wait to cover next time.

Something else this project taught me: there's so much more to life than Seven Jeans. Nearly all the stores we visited carry lines that we'd never heard of, and our wardrobes are so much smarter for the discovery of sartorial wonders like ingwa; melero (at Language), Vena Cava (at Ouest) and Tori Nichel (at Koros). Of course, owing to some bias, our favorite frocks to sport are those created by homegrown designers: this fall, may we suggest pairing your wardrobe basics with anything by Michelle Tan (winner of Gen Art's Fresh Faces in Fashion and owner of the eponymous boutique), Cyndi Chan (look for her Ori'en by Cyndi Chan line at Casa de Soul) and the ever-stunningly sleek Orlando Espinoza (look for his line at Jake stores).

Ultimately, I've learned that boutique culture is as intriguing and expressive as any other in town. Each boutique represents a unique kind of culture from the next--a store's owner sets the tone, the merchandise perfects the pitch and the overall experience is one that simply can't be replicated.

I hope this guide helps direct your shopping course, lets you discover fashionable new treasures and uncover your own kind of style.

Enjoy your shopping this fall!

--Jennifer Berg

Part 1: Andersonville through Lakeview

Part 2: Lincoln Park through Wicker Park

Boutiqueville was shopped and written by Jennifer Berg, Molly Each, Cassandra Gargas, Ashley Hamilton, Jessica Herman, Janis Mabalay, Kate Rockwood, Mark Rumble and Joanna Topor

(2006-09-20)

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