Skinny. Boyfriend. Bootcut. Flare. With so many different styles of denim in today’s day and age, finding the perfect pair of jeans can be downright daunting. Throw in elements like wash and fit? The task becomes nearly impossible. Say hello to Lincoln Park’s latest, DNA 2050. Following on the heels of launches in both New York and Virginia, the boutique comes to Chicago specializing in premium denim and items that can be worn around it.
“When a customer comes in looking for a pair of jeans, we take a lot of time to figure out how the jeans fit and what the jeans are good for, like a bigger backside or a smaller waist or a petite person.
We just help them find the perfect fit for their body,” assistant manager Kristin Wolfel says. “We have so many different types of jeans [that] it’s pretty easy.” And with tailoring services available at a minimal charge, the fit is practically guaranteed.
With an average price tag of about $300, the perfect pair may cost you a pretty penny, but Wolfel says the quality of the denim speaks for itself. “They’re gonna last for a really long time,” she says.
Look for brands like G-Star, Rich & Skinny, Bread & Butter, Justin Timberlake’s William Rast, Adam, Sport Max, Kooba purses and Frye shoes, some of which are rather obscure. “There’s obviously a lot of boutiques and a lot of competition, so we wanted to carry things that people haven’t seen,” Wolfel says.
Housing enough draping, flowing designs to make the entire cast of “The Hills” drool with envy, the women’s section could easily clothe and cater to the individual styles of Lauren, Audrina and Whitney. As for the men, selections go from funky coats and blazers to dress shirts to loungewear.
So far, DNA 2050 feels right at home in Lincoln Park. “We didn’t want to go downtown ‘cause it’s more touristy people,” Wolfel says. “Here is more of a fashion-conscious customer—they know what they’re looking for, and they know what they want to wear. I love Lincoln Park.” (Nicole Briese)