Deluxe Fashion Shop emerged in April of 2003 at 1331 Willamette, initially a brainchild of Dagua Webb Nelson. From the beginning, Deluxe distinguished itself from other stores in Eugene, Oregon by offering a combination of resale, boutique-style clothing and original Indie-made apparel consigned by local designers and made in-house. Deluxe maintained an inventory of both men’s and women’s fashions, another rarity among resale stores. In June of 2006 Dagua handed over Deluxe to it’s new caretakers, Mitra and Aaron Chester, who continued it in its original vein as a boutique offering both resale and locally designed women’s and men’s clothing, jewelry, shoes and accessories.
Housed in a unique building built in the 1920’s across from the fire station in close-in, downtown Eugene, Deluxe’s premises feature deep red walls, a two-tone chartreuse painted cement floor and a 19 foot ceiling from which oversize paper lanterns are hung—a perfect backdrop for its eclectic, postmodern inventory. One quarter of its Urban-Victorian styled floor space houses the exposed production studio featuring an entourage of sewing machines and sergers spanning the same eras as the clothing Deluxe sells. The delineation between the two spaces is accented by vast red velvet curtains framing the painted silhouette of a life-sized twisted, barren tree and industrial wooden stair.
It is here, at that the back of the store that Deluxe’s clientele may observe the production of Mitra’s “Deluxe” brand redesigned clothing, accessories and jewelry. It is also here that Deluxe’s patrons may enlist the tailoring and alteration services of Debrah DeMirza, Mitra’s mother. Debrah also offers sewing classes to the citizens of Eugene, covering material such as basic hand and machine sewing, as well as an introduction to patterns and redesign philosophies. This space also serves as a classroom for interns and apprentices interested in learning about both local independent business and Indie clothing design and production.
In November of 2007, Mitra and Aaron opened “Kitsch” (pronounced “kitch”) 3 blocks up Willamette in the historical McDonald Theater building.
At this point, Deluxe’s diverse inventory concept was divided in two, one remaining at the original Deluxe, and the other moving down to Kitsch at 1016 Willamette. The intention driving this division was the promise of expanded floor space and merchandise offered by the additional location along the bustling, pedestrian frequented 10,000 block of Willamette sandwiched between the McDonald Theater and the bus station. From December 2007 to the present, Deluxe’s inventory can be described as a classic and classy postmodern compilation of appeal—the darker side of vintage, local and modern men’s and women’s fashions. Kitsch now houses the more casual but fun, very affordable, pop-culture inspired items for both genders, originating throughout the last 6 decades. Both stores offer Eugenians friendly and personable service in eclectic environs, in addition to an affordable and lively selection of cutting edge fashions.
