Spinning the Web: loooeezboston.com

1223314734In her debut column on the store’s new website Louis Boston owner and undercover feminist Debi Greenberg lays forth her feelings on fashion and business, with a hint of subtle politics thrown in for good measure. Louis started out as a men’s store, she says, but now caters to both sexes—equally.

She goes on to issue a call to arms: Against retailers with agendas, big money advertisers, and the media, who are credited with too-often kowtowing to retailers on whose ad dollars we can’t help but rely.

The word fashion, Greenberg goes on to write, is limiting, but the world itself is not.

Perhaps she wants us to know that in tough economic times, she’s not just thoughtlessly shilling $500 suede platform shoes or day dresses in the thousands without considering the implications. The piece doesn’t feel defensive, or snobby, as many diatribes on the cultural importance of fashion outside of the context of consumerism can, but it does feel directed at those who persist in lashing out at fashion as a frivolous, vain pursuit.

Fashion, she writes, isn’t just about what to wear, and it’s an industry in which we all play a part (even those who pretend not to give a hoot).

In addition to the column, the new site includes fashion spreads featuring current, on-sale clothing, shoes, and accessories (and preternaturally adorable models); highlights in-store boutiques Morgenthal Frederics and Mrs. John L. Strong; and offers up a brief, though pointed, lesson on how one should pronounce the store’s name. It’s not Lewis Boston, nor Louie Boston. It’s Looooeez Boston.