For Rachel McNew owning the type of store she, and she believes the community, wants means starting fresh.
New paint, new merchandise, and a new name — Rove.
“I think Rove will be a better fit for Capitol Hill because our biggest focus is vintage,” McNew said. “It’s not just your everyday vintage. I’m trying to curate more fashion-forward pieces, which I think will do better up here as well.”
By the end of the month, McNew plans to open the new store in the former Fox + the Feather space at 1507 11th Ave.
McNew ran apparel boutique Fox + the Feather out of the location for about two years. In 2015, CHS reported on the business moving into the neighborhood from Ballard. A few months ago, McNew said the partnership behind the store started to have different interests in what to focus on so they decided to close the shop and split.
McNew said customers have been bummed about the closing but are looking forward to the new shop — especially the vintage clothing. Since the nearby Value Village Thrift Store closed in 2015, people regularly stopped in and asked about vintage wear at Fox + the Feather.
With the vintage focus, McNew will be selling in women’s clothing as well as menswear, which Fox + the Feather didn’t have.
“I want everyone to walk in and be able to find something,” McNew said, which means selling men’s and women’s clothing in a variety of sizes and making sure prices are affordable.
Rove will also sell antique furniture, glassware, and decor, and all of the displays will be for sale. The store will also feature jewelry from local and Pacific Northwest artists.
“I think the hard part is going to be curating the vintage so it’s constantly fresh and new because the vintage scene, at least for the people that are trying to hunt it down, it can be really competitive,” McNew said.
McNew and her husband and renovating the store themselves, and while customers will likely recognize the wood walls in the store, they’re working to bring a fresh look to Rove.
With Fox + the Feather, McNew said she worked toward a bohemian vibe in the shop. Dark gray walls and velvet curtains will give Rove a darker lounge feel.
McNew is hoping to become more involved with the community at the new store by holding events, live shows, and participating in the monthly Capitol Hill Art Walk.
One thing McNew wants to continue from Fox + the Feather is the hangout vibe the shop had.
“I want it to be really open and friendly and put off a vibe that anybody’s welcome, come hang out, bring your dog, bring your cat,” McNew said.
Rove is planning a February opening. Keep track at rove-seattle.myshopify.com.