Opening Saturday: South Moon Under

these days but that won't stop South Moon Under from opening its doors at 10 a.m. on Saturday, June 2.

Located next to South Moon Under will offer a wide range of sophisticated clothing styles for both men and women, including a nice selection of shoes, Spanx, jewelry, and swimwear.

"Our goal is to provide a specialty store feeling with excellent customer service in a space that has a large selection of items," said Gage Lester, director of sales and marketing for the mid-Atlantic privately owned clothing chain.

And, indeed, a visit here on Friday revealed a real mix of bold and colorful fashions from a retailer that began as a small surf shack in the summer of 1968.

There are trendy Splendid blouses for $88, Gracia fashion skirts for $78, and a wide range of dresses (that look somewhat similar to what one might find at Anthropologie) priced anywhere from $79 to $200.

When asked what makes South Moon Under different from, say, Urban Outfitters, Lester replies that Urban Outfitters usually appeals to a younger crowd, noting that South Moon Under attracts mostly those aged between 18 and 40.

"Obviously, though, we do get many people in here who are older than that or even younger than that," he said. "Mostly we appeal to anyone who's really into fashion."

Lester added that Urban Outfiters sells private label items whereas South Moon Under sells branded merchandise, everything from Central Park West to Citizens of Humanity.

"We also carry a lot of swimwear, and jewelry, and gifts," he said.

So what's it like opening the store—the chain's 16th—in the midst of the South Park Street redevelopment project, one that has now closed the street to vehicles?

"It's less than ideal but we know what the vision is and we know it will look nice when it's done," Lester said. "We'll have a big grand opening event in early fall, after all the work is done."

Lester emphasized that South Moon Under receives new merchandise each and every day.

"Once people have checked us out I don't think they will mind dealing with the bulldozers outside," he said.

South Moon Under will be open Monday through Saturday, 10 a.m. to 8 p.m., and on Sunday from 11 a.m. to 6 p.m.

Welcome to the neighborhood! If you go to South Moon Under this weekend, let us know what you think!