What’s in Store: Motley Shoes
A South End mini-empire takes a solid, if predictable, stride into the sneaker biz.
- Photo by Diana Levine.
As he first did in 2004 with Motley (logo T-shirts and gear), then in 2006 with Motley Home (quirky home accessories), Doug Palardy has latched on to another hipster trend and repackaged it for the mainstream. With business booming for local urban-footwear sellers like Bodega and Laced, the craze du jour is sneakers, and his incarnation—not-so-creatively named Motley Shoes, though that certainly works for brand building—has stepped in.
Compared with the pleasant clutter of Palardy’s other shops, the selection of fun yet practical sneakers (no flashy splatter-paint or pump-up models here) for men and women feels a bit sparse, with no more than 60 pairs on display. But the inventory strikes an impressive balance of hard-to-find streetwear models by Lacoste, Ben Sherman, and Japanese brand Onitsuka Tiger, and staples from Puma, Nike, and Asics. With the average pair costing about $85, prices are reasonable, too.
Decorated in mod-lodge style with faux deer heads and an antler chandelier (which Motley regulars will recognize from the home shop), the 400-square-foot space is far less intimidating for the typical customer than the likes of Bodega, which famously boasts a “secret” entrance, an in-house DJ, and a cooler-than-thou staff. Palardy has his formula down—he knows his audience and panders well—and his latest venture will surely have his devotees running wild.
76 Dartmouth St., Boston, 617-351-6969, shopmotley.com.
