4U Urban Fashion Boutique Grand Opening

This is a condensed version of an article that appeared in Soapbox Cincinnati by Sean Rhiney with photos from Scott Beseler.  To read the original article in it’s entirety click here.

When 4U, a new urban fashion boutique in Over-the-Rhine opens in the former Outside space this weekend, its owners, Giovanny Mira and Andy Worley, will mark what they hope to be the beginning of a beautiful relationship with a new neighborhood – and it feels pretty similar to the one they left behind in New York City. 

As Worley and Mira began the search for a place to headquarter their new clothing business venture, the pair took a second look at the burgeoning Gateway Quarter in Over-the-Rhine when the time came to find their business a physical storefront.

Eight years removed from living in Cincinnati and a lifetime from growing up in its suburbs, Worley embraced the chance to start his business in an urban setting whose energy also reminded him of his days in New York.

“There’s so much history and uniqueness to this area, and it’s great that it’s coming back to life,” he says.

The business that they’ve set up in the space on 12th Street will offer ‘cool’ clothing for men and women, including exclusive distribution of Seventy Three brand clothing.  Their goal is to make available “clothes you want to be seen in,” but altogether affordable.

“We’re keeping with small quantities of different styles so there’s something for everyone and when you buy something it’s going to be pretty unique to you. That’s where the 4U comes in – if you buy it, it’s ‘for you’,” Worley adds.

The pair, who now live in Clifton, say that while they were working on the store, surrounding Gateway retailers and OTR neighbors started stopping by inquiring about their clothing, when they were opening and offering them well wishes. That close knit community has already produced one collaboration, and Worley anticipates more on the horizon.

In designing their new space, Worley enlisted Art Academy student Christina Ehrman to design the 4U logo for the store. In addition, noted graffiti artist Danny Babcock designed one of the walls with another Art Academy progeny, Dan Becher.  “I’ve always loved graffiti. It’s a cool art language,” Worley says. Ultimately, Worley would like to set up a competition with DAAP students, producing a limited edition Seventy Three item for distribution exclusively in Cincinnati.

4U had a soft opening this past weekend, and will celebrate their grand opening June 19th. Mira is optimistic and thinks the sea change in OTR mirrors similar resurgences he experienced in his former home in New York City, including the Bowery and more recently, Harlem.

“This is the part that feels like New York. I feel like I’m in New York, LA, Miami. I think it’s a great opportunity to open this place right now.  In two years you’re going to find this area unaffordable or so expensive. It’s a good opportunity now. And I like being part of the changes.”

Their optimism is supported by the neighborhood’s widespread development. The pair point to the casino at Broadway Commons, the streetcar, Washington Park, and the new SCPA, as positive signs that things are changing, making it the perfect place to house their business venture and call home.