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Logan Square Is The Next Red Hot Fashion Spot, Boutique Owner Insists

By Paul Biasco | September 16, 2015 5:38am
 Felt co-founders Catherine Dunton (l.) and Holly Grannan.
Felt co-founders Catherine Dunton (l.) and Holly Grannan.
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LOGAN SQUARE — One of the co-founders of Logan Square's new high-end fashion boutique says the neighborhood reminds her of Los Angeles' Venice before it turned into a fashion capital.

The co-founders of Felt, an upscale women's boutique, spent two years scouting Chicago for their location.

"As soon as I came here [to Logan Square], I was like 'holy smokes,' " said Catherine Dunton.

Dunton, the self-proclaimed "Jean Queen," spent a number of years working at a boutique in Los Angeles, attended the Fashion Institute of Design & Merchandising in L.A., and worked as a stylist for music videos and magazines.

It was her time working at Satine, a Los Angeles boutique on Abbot Kinney Boulevard in Venice, that led to opening Felt earlier this month at 2317 N. Milwaukee Ave.

Abott Kinney, which GQ dubbed the Coolest Block in America, resembled Logan Square back when Satine opened in 2012, according to Dunton.

Felt features contemporary to high-end fashion from designers based in London, Paris, Korea, L.A. and Chicago.

The founders originally looked to open in Wicker Park, but didn't think the store fit the neighborhood.

"It's so oversaturated," Dunton said.

Dunton, 31, who co-founded the shop with Holly Grannan, said she hopes to bring more Chicago designers into the fold.

The shop currently carries clothing from five Chicago designers including 84Rockwell and J. Markell.

She said the shop is the first of its kind offering high-end women's fashion in the neighborhood and pointed to Meyvn, a Logan Square men's boutique, as a shop with similar fashion.

Noah Zagor opened Meyvn at 2627 N. Kedzie Ave. in March of 2014.

A large part of Felt's model is based on personalized service including a package program that Dunton curates sending clients personalized outfits that they can chose to keep or return.

The program is similar to Trunk Club, but on a much more private and personal scale.

"When people are so busy and they can't get into the store, I bring the store to them," Dunton said.

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