LAKEVIEW — They say the definition of insanity is repetition while expecting different results.
Alexis Thomas is determined to prove them all wrong.
"I think, in the end, we realized how much our customer base was Lakeview, and that was really important for us to hold on to," Thomas said.
Thomas is carrying on the family tradition, opening Taboo Tabou at 843 W. Belmont Ave. at an intersection that, without a Thomas family storefront, would seem strangely empty after 40 years of consistency.
Some, in fact, are still mourning the loss of punk superstore The Alley, which Thomas' father, Mark Thomas, ran for four decades in Lakeview. The Alley closed last week after throwing its own funeral, although Mark Thomas hopes to open a restructured version of the store in Avondale or Logan Square.
But with her father's departure, it's time for Alexis Thomas and Taboo Tabou to shine. No longer lodged in The Alley's basement, Taboo has taken up quarters in the former Nationwide Video near Clark and Belmont. Punk rock mannequins with cotton-candy wigs and corsets guide customers down a staircase carpeted in leopard print. After shedding The Alley's "rough and tough" attitude, the shop is meant to be "a safe space for everyone."
Sure, there are still whips and paddles and leather. But there are also lacy nighties and vintage pin-up-style dresses.
Alexis Thomas poses with a mannequin ("She's Instagram famous.") in the newly opened Taboo Tabou, 843 W. Belmont Ave., which moved out of The Alley when it closed for good last week. [DNAinfo/Ariel Cheung]
In keeping with her philosophy, Taboo Tabou is hosting workshops on topics like "How Is Taking Off Your Clothes A Feminist Act" on Feb. 24. First, though, will be a Valentine's Day-geared workshop with Rena McDaniel, a pleasure-positive sex therapist. "Expanding Pleasure" on Feb. 10 will discuss the science behind arousal.
"Those are the elements about sexuality we don't talk about," Thomas said. "People come to sex shops and just go straight for the vibrators, and we all ignore the steps that lead to the arousal of it."
Promoting body positivity is important to Thomas, too, who carefully selected brands with fair sizing.
"If a small doesn't really fit like a small, it's not a brand that's going to be for us," she said.
Thomas is also focused on keeping Taboo affordable — Dresses start at less than $100, and bras can be found for $24.95-$55.95.
When customers declare they have too many black pieces of lingerie, Taboo Tabou owner Alexis Thomas steers them to the "pretty, but still sexy" purple. These options are $24.95-$59.95. [DNAinfo/Ariel Cheung]
Customers' dedication to shopping local will largely determine whether Taboo Tabou sinks or floats in its new location, particularly with a Target opening across the street at 3200 N. Clark St. in about a year, Thomas said.
She recognizes the risk of opening an independent business next to the site of a big box retailer and that "it's make it or break it" for Taboo.
"There should always be a Taboo in Lakeview, and so that's why we're hoping we can make it through the construction," she said. "Because The Alley is gone, so this has to happen, or it's done."
Leaving behind The Alley was a huge, hard step for the Thomas family.
"Today, it's cleaned out, and you can hear the echo through the whole building," Alexis said sadly. "I grew up here and there's nothing left of it."
For more neighborhood news, listen to DNAinfo Radio here:
