This store is a great example of urbanists chasing after the long tail. People don’t want what everyone else already has!
When you first walk into this store, it appears to be a simple bodega store, selling sodas, snacks, gum, etc. However, if you ask the cashier to “let you through the soda machine,” you will be surprised to find that the soda machine on the back wall is actually a door to a secret store behind the bodega! This hidden store sells specialty hiphop shoes and apparel at very high prices. Only a select few in Boston know to come to this part of the store, and hence they will be the select few who look cooler than everyone else in town.
