Molly Each

Bucktown boutique Veruca Salt has little in common with the bratty, high-maintenance Willy Wonka character for whom it's named. In fact, everything about the new shop is easy, breezy and downright delightful. From the large, stroller-accommodating fitting rooms to the affordable prices, the store provides a shopping experience that is accessible to nearly everyone. And that applies to the clothes, too. Owner Amber Warren stocks laid-back, everyday clothing that can be worn from morning coffee to evening cocktails. "I like pieces that you can wear during the day with flip-flops, then dress up with a necklace and heels at night," Warren says.

Warren's versatile stash includes handbags from Elliott Lucca, jeans by Seven, Denim of Virtue and Citizen (her staff is highly trained in denim styles and fits) and comfortable dresses and skirts by Frenzy. L.A.-boutique-brand Voom adds a splash of the ultra-unique with items like a red and navy wide-striped dress dotted with gold anchors ($262), while Chicago-based brand Cotton Candy rocks the basics with soft, no-shrink tanks and tees ($25-35). For eco-friendly fashionistas, Warren carries vegan handbags by matt & nat as well as Farmer jeans (exclusively carried here), which are made with recycled or deadstock materials.

Warren, who also works as a fashion wholesaler, is excited about some of the trends cropping up this spring. "Tunics are great," she says, "because they hide everything that people want to cover up. Plus, they can be worn now with leggings, but then transition into a summer dress." Warren also loves the color yellow, and disagrees with those who insist they can't wear it. "Everyone can wear yellow; it just depends on the shade. We can help you find it. But if you're uncomfortable with [wearing] it, pick up a yellow handbag or shoes. It makes everyone happy." And speaking of happy, Warren is planning to introduce in-store happy hours for the summer, where free drinks and ten-percent discounts will provide extra shopping incentive.

Veruca Salt, 1937 North Damen, (773)276-3888

(2007-04-03)

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