Karmaloop 20% Off, the Future of Modern Retail?

Newbury Street, Boston's answer to Los Angeles' Rodeo Drive, is already known as a world-class fashion destination. The formula is tried and true: close in proximity to myriad universities and businesses, the street, which spans more than 20 blocks, it is lined with salons, boutiques, and other tenets of relaxation and status. Brands include Armani, Ralph Lauren's Rugby line, FCUK, and other high end, name-driven brands.

Located a floor below street level, however, lies a brand that skews the whole aesthetic, and does so entirely to its own advantage. That store is Karmaloop, which caters to the hip, and to an extent, underground crowd that decries mainstream fashion as a threat to individuality. Streetwear brands such as LRG, WeSC, Crooks and Castles, Artful Dodger, Triumvir, and many more offer hats, button-downs, and everything in between. Like its neighbors, the boutique is very clean and inviting, and high-end products line its pristine wooden shelves.

Its online presence is also of note, and its marketing strategy is cutting edge. Despite having one flagship store, their reach, through the internet, is worldwide. Advertisements are strategically placed, on websites like The Fader, which toes the same faux-underground line as the clothes it sells. Ultimately, however it sells a lifestyle, and it does so very effectively. Its business model could very well be the future of modern retail.

If you're in the Boston area, check it out at 160 Newbury Street. For 20% off online, enter the rep code "GN26869" at checkout. Enjoy your shopping!