Recently opened in a neighbourhood that’s primed to thrive, Nouvelle Nouvelle is the new kid on the Gastown blocks that’s garnering plenty of attention these days.

Owners Mishel Savinkoff (of now-closed Goon Pack Clothing and Gallery) and Amy York (proprietor of Prado Café) launched the new store initiative together after finding great lines in other cities that they were unable to locate in Vancouver. Since both have a proven history in business, they quickly put two and two together and decided they would travel, find standout lines and showcase them here in Vancouver.

Sounds simple enough, but most business owners know Vancouver shoppers are a tricky consumer to cater to. They wanted original, independent lines that weren’t too “out there” for Vancouver shoppers without infringing on what other local boutiques were already offering up. With bestsellers like Samantha Pleet’s menswear inspired trench and Mociun’s hand printed tees and leggings, it seems their quest has been successful. Other favourite lines in store right now include Elroy Apparel, Velvet Leaf, Rowena Sartin from LA, and A Small Collection from Austin, although York predicts that the top trends this fall will include the impeccable hand-made moccasins by Manimal and anything that’s organic and sustainable – though we both hope the former isn’t simply a “trend.” With unique hardwood floors from North Vancouver shipyards and a shop dog (Lily the English Bulldog) to keep them company, Savinkoff and York landed Nouvelle Nouvelle in the right place at the right time. Gastown seems to be exploding with new shops and they are thrilled to be involved in the “very promising scene” that is Vancouver.

209 Abbott St

604.639.9888

INFAMOUS MAGAZINE, NOV 2007 ISSUE