Standing out

Stand at the corner of Waimanu Avenue and Piikoi Street for any length of time and you’ll notice an inordinate number of double-takes by drivers and passengers peering into the windows of the We Are Iconic boutique.

The stylish mannequins stand in stark contrast to the nondescript studio facade that used to occupy the space, and the accessible but upscale lookis symbolic of Hawaii’s evolving fashion profile.

The response to the window display is just what owner Shie Clark wanted. "I wanted that ‘wow’ factor, people asking, ‘Where did this store come from?’"

With Hawaii’s unique place in the fashion world, there will always be room for resort, aloha and beach wear, but We Are Iconic strives for a more universal, casual chic style that not only works locally, but would be appropriate in just about any city across the globe.

Clark’s boutique is a rarity in Honolulu, an independent with a strong fashion-forward — as opposed to trendy — point of view and a discerning eye for quality at commensurate price points.

"I always like to see that quality and price are matching. If it’s really expensive and I see the quality isn’t good, I don’t order it again," she said. "I like to bring in basic pieces you can wear for a long time. They’re not trendy items you wear just for one season, but things that you can wear year after year without getting sick of it."

Tops by brands such as BLQ Basiq, Elizabeth & James, Townsen, Myne, Lovers + Friends, and Cameo run from about $48 to $200; blazers are about $165; and dresses range from about $120 to $445.

Clark startedher business online eight years ago while living in Santa Barbara, Calif., but always longed to open a brick-and-mortar store. From her vantage point, Hawaii looked more promising than California or Tokyo, where she grew up.

"In places like L.A. and Tokyo, there already are stores similar to ours, so it’s hard to compete. In Hawaii not many people are selling the same styles as me. They’re selling more island style," she said.

After a few scouting trips with her husband, Nate, they decided Hawaii is open territory for what she offers and moved here in January.

There were also family reasons: As mom to a 3-year-old Japanese-Caucasian son, Clark thought it would be nice to raise him in a mixed cultural environment, halfway between Japan and the mainland.

The demands of motherhood also shaped her selections. "I wanted it to be affordable and comfortable but still fashionable and sophisticated," Clark said.

"I study the market trends, but I usually choose what’s the best for me, and people tend to like what I like."

We Are Iconic opened in December, and Clark’s been thrilled by the response. With the strong presence of Japanese media companies covering Hawaii as a shopping, dining and travel mecca, We Are Iconic quickly found its way into 20 Japanese-language magazines.

"I expected my initial audience would be people from Japan, but I’m also getting a lot of attention from local people who tell me they’re looking for this kind of store but always had to shop online or in L.A. or New York because they couldn’t find what they wanted," Clark said.

We Are Iconic is at 1236 Waimanu St. Call 462-4575.