Fresh | Modern Clothing

4/1/2012 | Amy Tibbals
Marcus MacDonald

This locally-owned, classic fashion boutique has been packing closets and stacking shoe racks since 2009.  Opened by the entrepreneurial, sibling tag-team of Helen Wade-Joice and her little brother, Ian Wade, Fresh is an incredible representation of SLC's local flavor.  This family knows style, they know the dream, and they're working hard for it.  Helen and Ian make it easy to keep things local; I love knowing that the hand I put my cash into is attached to the smiling face that's going to keep it.  I'd rather contribute to Ian's snowboarding fund, or a crib for Helen's upcoming baby with my new Ambiguous tee purchase.  It's what being local is all about.

Fresh has no employees; like the mafia, they keep it in the family.  When they both want to slip out of town, friends and customers run the store.  There is a new employee in the making; as soon as she's born, I'm sure she'll be happy to show you around the shop.

Come by...check out the clothes and the local art, chat it up.  And the next time you hear someone scream "Don't get fresh with me!"  you can scoff and know that who ever they are, they couldn't possibly know good fashion.

FRESH |  870 E. 900 S.  |  801.532.3458



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