Chicago - June 27, 2006

Name Calling

Michelle Tan Opens

Three simple rules for naming a business:

1. Keep it short.
2. Make it easy to remember.
3. Be sure the name matches the merch.

No wonder Chicago designer Michelle Tan named her new Bucktown boutique for herself.

There’s no mystery about the goods. Most of the store is classic Tan: clean lines, rough edges, and impeccable fits. The rest of the stock comes from lesser-known West Coasters like Mothballs (new and recycled cashmere pieces), Breadandbutter (cozy everyday wear), and Robin’s Jeans (the latest in tricked-out denim).

And since Tan’s own career was jump-started by local shops that carried her line when she was fresh out of school, she dedicated a rack to emerging design students looking to make a name for themselves.

After all, who better to show them how it’s done?

Michelle Tan, 1872 North Damen Avenue, at Cortland Street (773-252-1888).

  Local Designers