Clothing Vendors Set Up Shop on Telegraph

Editor's note: This article is part of the Daily Cal's Semester in Review series for the month of September.

The arrival of new retailers on Telegraph Avenue has city officials and some business owners envisioning the street as a haven for independent clothing stores that cater to the student population.

Despite the recent closure of some high-profile independent stores, city officials said business has picked up in the past few months and expect two new clothing stores to thrive in the area.

Upper Playground, an urban artwork apparel and accessories store, opened Thursday on Telegraph and Dwight Way. Women’s clothing store GBStyleEngine will open one store at Channing Avenue near Telegraph and another in Sather Lane between Durant Avenue and Bancroft Way in several weeks.

Matt Revelli, co-founder of Upper Playground, which also has stores in Portland, Ore. and London, said the original store in San Francisco draws in many Berkeley students. Telegraph, he said, was “a natural fit for Upper Playground’s East Bay expansion.”

“Each of our retail stores includes specific designs that incorporate the city where the store is located, so we’ll have a variety of apparel targeted to the Cal and East Bay community,” he said.

With a greater number of clothing stores opening, Telegraph will attract more business, said Roland Peterson, executive director of the Telegraph Business Improvement District.

“If there’s just one store, the district doesn’t become a destination, but if there’s several, it’s a magnet,” Peterson said. “(Shoppers) can go to this place, or this place, or five to six cutting-edge fashion places.”

Revelli said that although Telegraph’s customers are mainly students concerned with affordable prices, the company’s distinct, trendy style is appealing enough for students to purchase their items. T-shirts are about $24 but accessories can run from $50 to $70.

TJ Erdene, owner of GBStyleEngine, also said Telegraph’s student-based location was an ideal place to start his business, although he says there will most likely be competition from nearby clothing stores Wet Seal and Fashion Plaza.

But Erdene says styles may be similar, but quality will distinguish his clothing from the others.

“As far as quality of materials, we have more high-end products but we understand this area has mostly students,” Erdene said. “I’m a student myself, and I know how tight students are on budgets.”

A greater variety of clothing stores could draw students to the area.

“A lot of people from this area go out of Berkeley to buy their clothing, and I think people would like to be able to buy close to home,” said City Councilmember Kriss Worthington, whose district includes Telegraph.

Some city officials said that chain stores do not pose a threat to locally owned businesses if the local businesses cater directly to the student market.

“The thing is, every shopping district has to change to be current with the times,” Peterson said. “I want to know that Telegraph can adapt to what people in 2007 want.”

In addition to the large student population, merchants say Telegraph’s rich history attracted them to the area.

“We wouldn’t have opened our store if we thought there was a negative vibe there,” Revelli said. “We’re very excited about having our business in the Telegraph area.”

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