Step into a world where fashion meets fantasy! Surrender Dorothy, a captivating vintage store nestled on West 17th Street in New York City, isn't just a shop; it's a portal to another realm. Imagine stepping through a wardrobe into Narnia, or perhaps wandering backstage at a historic theater – that's the experience awaiting you. This unique establishment, inspired by the Kansas heroine from The Wizard of Oz and Salman Rushdie's novel The Ground Beneath Her Feet, is a testament to creativity and individuality.
"Surrender Dorothy is about this idea of splendor you might not think is even possible in daily life," explains Ruby McCollister, one of the three visionaries behind the store, along with Leah Hennessey and Arabella Aldrich. They envisioned a space where shopping transcends the mundane, transforming into an adventure. They drew inspiration from iconic stores like Alice Underground in Los Angeles and Biba in London, aiming to create a place where customers could linger, enjoy a cup of tea, and revel in the joy of discovery.
Time truly flies when you're exploring Surrender Dorothy. The racks overflow with treasures, each with its own story. You might find a tattered, black velvet Shakespearean doublet that whispers of theatrical history, a chic vintage Jean Paul Gaultier evening dress with a fringed train, or a skinny tee promoting the 1971 movie adaptation of the musical, The Boyfriend. The store also features innovative pieces by emerging designers, like Ellen Poppy and Genevieve Devine, discovered in London.
But here's where it gets controversial... Surrender Dorothy embraces the concept of 'mood dressing.' The idea is to select a piece – whether old, new, eccentric, or pristine – and embody a character for the day. "We are all pathologically obsessed with dressing up and costumes," says Hennessey, reflecting on their shared passion for self-expression. They grew up surrounded by stylish mothers and fathers, often borrowing and reinterpreting their parents' clothing, leading to a 'second-generation style'.
Hennessey recalls her black-clad SoHo gallerist phase at 16, while McCollister embraced a 'European' equestrian look. When they met Aldrich, she was already sporting a vintage Chanel mini-skirted suit from her journalist mother. Their shared love for the expressive power of clothing led them to collaborate on Surrender Dorothy.
The location itself is perfectly aligned with their vision. It's housed in a building owned by a Tony Award-winning actor, with its own mini-theater created for his actress wife. Surrender Dorothy is full of surprises, from the Mondo Mondo scents displayed in a vintage dollhouse to the sofas adorned with Jess Maybury quilts. The pulsating green walls, inspired by the Emerald City, add to the enchanting atmosphere.
Surrender Dorothy offers a refreshing take on the concept store, free from pretense. It's a space where you can intimately interact with art through clothing. As Aldrich puts it, "You get to enter their minds. I love that we can create that kind of interaction here; that stores can do that. It’s the coolest thing."
What are your thoughts? Do you agree that fashion can be a form of art and self-expression? Share your favorite vintage finds or your take on the 'mood dressing' concept in the comments below!
