A Clothing Store That Eschewed E-Commerce Has an Identity Crisis

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How do you maintain the identity of a roving space when an in-person experience isn't possible?

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Photo: Jeanne Verdoux In early February, Café Forgot, a roving store that sells appealingly weird clothing, threw a party in its newest location, a sliver of a shop in the East Village. A crowd of multi-multi-hyphenates packed the space, drinking wine in Dixie cups and trying on clothes, dressing-room curtains splayed open.

So they called Christian DeFonte, a photographer who had worked with them on editorial shoots, to see if he could help them get an online shop up and running. A four-day mad dash ensued — Weisner shot the photos, and DeFonte edited “as many as I could before my eyeballs fell out of my head.” Still, it’s yielding less money. In April, the web shop grossed only about 75 percent of what the store had been projected to make that month. And while the shop has experienced losses owing to covid, they haven’t been able to apply for assistance. “It’s difficult to prove Café Forgot’s losses because of its short history as an LLC,” says Weisner. They applied for CFDA-Vogue’s A Common Thread grant and are waiting to hear back.

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