Retail Spotlight: Wish (ATL)

STORE:Wish

CITY: Atlanta, GA

SINCE: 2004

FOUNDED BY:Lauren Amos

BRANDS CARRIED:adidas Consortium, ALIFE, Android Homme, Comme des Garçons Play, Clae, Nike QS, Supra, Vans Vault, 10.Deep, Cheap Monday, Corpus, Crooks & Castles, Endovanera, Henrik Vibskov, Hellz Bellz, Homeroom, Joyrich, Mishka NYC, Nooka, Nudie, Play Cloths, Stüssy, The Hundreds, and Wood Wood

WHY WE CO-SIGN: With all the rappers that hail from Atlanta, you would think by now—through their name dropping—you would know a couple of cool stores to check out if you ever found yourself in the A. But no. However, there is one shop that deserves a little limelight: Wish. Located in Atlanta's Little Five Points area—which is a little like the Greenwich Village of ATL—Wish offers all the trappings of a streetwear boutique you'd find in LA or NY.

Surrounded by indie record stores, pharmacies and other quirky shops, Wish's cutting edge design is almost alien. Its cues are taken from the boutiques past life as a library: the sneaker section (located in the basement) features rows of bookshelf-like sneaker displays and library themed wallpaper. While upstairs, the shop incorporates see-through floor panels, as well as the industrial clothing racks with steel clips as hangers. But a shop is only as good as its products, so what about their wares? Name a brand and you'll find it here. Everything from Nike QS, Play by Comme Des Garcons, and Nudie. Mix that with the staff's southern hospitality and you have a store that T.I. and Jeezy should get real familiar with. But even if they don't, you should.

Keep reading for a interview with Wish's General Manager Franklin Cooke, and pics of the store...

MOST POPULAR ITEMS:
1. NIKE BO JACKSON SE TRAINER

Available at Wish 404.880.0402, Price Available Upon Request

2. NOM DE GUERRE adidas FORUM

Available at Wish 404.880.0402, $156

3. PLAY CLOTHS X WISH NEW ERA FITTED

Click here to Buy It Now, Price Available Upon Request

Complex: What aesthetic are you driving for you in your store?
Franklin Cooke: Wish is located in a historical building in an edgy neighborhood of Atlanta, Little Five Points. The building was at one time a Carnegie Library. Wish underwent a complete renovation in 2006. Our goal was to maintain the eclectic flavor of the community that we are located in as well as the integrity of the buildings history as a library.

Complex: Are there any collaborations in the works?
Franklin: A Wish x Coal Headwear Beanie as well as a Vans x Atlanta Braves x Wish collaboration.

Complex: Describe your favorite piece in stock right now.
Franklin: A Mishka x Phenomenon Leather Coat, it has really nice button detail and quality leather.

Complex: Who are your style icons?
Franklin: Sid Mashburn, Ralph Lauren, and Andre 3000.

Complex: What was the first designer item you bought or wore?
Franklin: A Heather Hooded Sweatshirt by Yoko Devereaux.

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