Anthropologie, the go-to store for anyone who wants to look hip but has aged out of the Urban Outfitters demographic, is currently selling a line of Brooklyn-inspired dresses, one of which is named after Gowanus, a neighborhood that's host to a horribly polluted canal. Much like the gleaming condos rising up around the Superfund site, the dress is pretty expensive.
Despite its name, the Gowanus Dress isn't the oddly mesmerizing hues of toxic sludge—instead, it's black with cream stripes. It'll cost you $188 (plus tax!), which, by the way, is nearly twice what the average Anthropologie employee makes in a day.
The dress is made by Brooklyn-based designer UZI NYC, which is run in part by Mari Gustafson and designer Dave Ball. For what it's worth, neither Gustafson nor UZI named the dress—that was Anthropologie's doing. The chain is also selling three other Brooklyn-christened dresses: the Ditmas V-neck tunic, the Park Slope printed tunic, and the Carroll tunic.
Anthropologie is owned by the same parent company as Urban Outfitters and Free People—and as Brokelyn notes, URBN CEO Richard Hayne is a big Republican donor and has given money to Rick Santorum, who early last year pledged to slash Environmental Protection Agency regulations regarding mercury, one of the many pollutants present in the Gowanus.
Gustafson said that she was glad Anthropologie, which has no Brooklyn locations, is recognizing lesser-known neighborhoods. This is a really big step up from last year's West Village Corrugated Can ($148)!
"I'm glad they didn't name them after Greenpoint or Williamsburg or Bushwick, because that would be too cheesy," she told DNAinfo. "I think it's interesting that they're noticing that the hip factor of Brooklyn is south of Atlantic Avenue. I think it's great for Brooklyn."
Of course, what's "great" for the Brooklyn brand isn't usually so great for local residents and institutions who can no longer afford the borough's skyrocketing rents. Maybe the recently shuttered Morbid Anatomy Museum can be the borough's first Anthropologie location!
Gustafson told Gothamist in a statement:
We bike through the Gowanus frequently as our studio is in Sunset Park. Studio space in Sunset Park is slightly more affordable than Gowanus right now. The dress is dyed printed and sewn within the Tri-state area. If you want a cheaper dress there are millions of dresses being produced a day in China and many of them are pretty cute. We were a little shocked when we saw how Anthropologie named the dresses as we would have never chosen those names. It would be nice if we could be in control of every aspect of how our products are presented but that isn’t the case when you are a wholesaler. We are a small shop of 4 people trying to pay rent and taxes and stay healthy in a city of skyrocketing costs. We understand if Brooklynites do not want to support Anthropologie in which case I would encourage them to shop at Alter, Kaight, Jill Lindsey, O.N.A. or Bhoomki. These are lovely little owner operated boutiques in Brooklyn that need your support and stock our products.
Ball did not respond to request for comment.
