New York - October 27, 2006

We’re Shvitzing in Here

Shvitz Boutique Opens

They say genius is 99 percent perspiration. But that doesn’t make sweat any less nasty.

Take gross, sockless, no-deodorant man on the treadmill at the gym. Or the chick in wool shorts with sticky thighs two cubicles down. You’re hardly inspired by these people, let alone their wetness.

But you are sweatin’ the styles at Shvitz, a new comfort-wear boutique that seems to have stolen a page from L.A. Confidential but landed in SoHo.

No doubt the shop is precious (pink Mac, metallic wallpaper, zebra rugs). Shelves are lined with provocative tops, as well as styles from others like Primp, Torn, Rebel Yell, Hummel, and Made U Look.

Tanks and thermals in an array of colors are branded with the tiny-little-droplets-of-pink-sweat logo. Yes, they’re available for monogramming. Which they’ll do for free.

No sweat.

Shvitz, 128 Thompson Street, between Houston and Prince Streets (212-982-9465 or shvitznyc.com).