New Stripe Men's Boutique Opens Downtown

The first locally-owned men’s clothing store that isn’t just surf gear, Stripe Men, hosted its grand opening party Friday night featuring a DJ, a hot dog stand, cocktails, card tricks for kids and scratch-off store coupons.

Tipping its hat to the past just like its sister store two doors down, , Stripe Men at 117 Walnut St. has an eco-vintage atmosphere similar to local businesses Verve Coffee Roasters and The Picnic Basket with succulents in worn wood boxes on the counter, creative art projects made from old keys on the wall spelling “STRIPE MEN” and a café racer vintage motorbike on the front window display.

Replacing the pawn shop that relocated to a bigger space on Cathcart, Stripe Men sells men’s clothing and accessories, gifts, and nostalgic toys. An old “No Hunting” sign, rusty old hand tools lining the walls, chemistry beakers filled with lip balm convey a modern concept of men not found in the town’s surf shops.  

“We specialize in super small, San Francisco, Portland, New York, Los Angeles boutique design house labels which I think makes it extra special,” said co-owner Dana Norrell.

The shop nabbed and expanded on the boyishness of its sister store two doors down, Stripe, leaving behind baby and women’s clothing, while less traditionally gendered items like picture frames can be found in both locations. 

“I buy sweatshirts here, it’s not that defined,” said Norrell.  Stripe, which just celebrated three years of business, is owned by Dana Norrell, 25, and Suna Lock, 39, who met at Toadal Fitness, where Norrell worked after getting her Bachelor’s of Fine Arts at UCSC. 

 “I made sketchbooks of ideas I had, and then we were drinking tea and she (Suna) is speechless, and says, ‘this is exactly what I want to do,’” said Norrell.

More than 10 years into her career as an interior decorator, Lock took a second mortgage out on her house to get a small business loan, and both women “juggled some funds and family loans” to get the first store going.

“Six months into having the first store, boys were walking in saying ‘where’s our store?'” said Norrell, adding that any men’s clothing always sold out quickly.  With profits made over the busy Christmas holiday last year, they took advantage of an open space two doors down to start the men’s store.

To maintain accessibility for a diverse clientele, Norrell said Stripe tries to offer items for all price ranges.  T-shirts go for $40.00, men’s bracelets for $6. 

“My worst fear is that people walk into the store and think, “I can’t afford anything” and then want to leave,” Norrell said.

“There’s no local men’s store in Santa Cruz.  Really the only place you can find men’s clothes in Santa Cruz is Gap, or Urban Outfitters, big corporate stores,” said Claire Sterngold, an employee at Stripe.  She added, “they were feeling the need that Santa Cruz was missing a local men’s store and decided to fill it.”

If you missed the party, check out Stripe Design Group’s monthly “First Friday” art opening on April 6th where Stripe and Stripe Men will both offer a party and display local artists.  Learn more at www.stripedesigngroup.com/news/.