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The New Noo Thing: Nooworks Store Opens

Fans of local fashion take note: there’s something entirely noo happening in the Western Addition today. No, that’s not a typo. We’re referring to the opening of the Nooworks store, the first retail space from San Francisco-based designer Jennifer D’Angelo.

While opening a new boutique in an uncertain economy is certainly not a venture for the faint of heart, D’Angelo was happy to snap up the space formerly inhabited by local t-shirt and screen-printing company Free Gold Watch to house her growing collection of 60’s surf-inspired women’s apparel, quirky accessories with rocker edge (you’ll find hot dog charm necklaces and jacquard ribbon guitar straps among them) and original tees for men, women and children.

“The store will be a great place to find limited edition and one-of-a-kind things….Now that I have this space, I can try six of something instead of 100,” says D’Angelo, who also bartends part-time at The Attic and has run the business out of her home (all production is done in Oakland) since launching five years ago with a single t-shirt featuring the countenance of the company’s namesake, a now-12-year-old West Highland Terrier named Noo Noo.

The most popular items from this year’s summer collection are a striped tie-front dress and a denim trim surf parka. Showcasing current summer items alongside clothing and accessories from previous collections, the diminutive shop boasts modern-meets-retro-chic interiors that mix a black and white color scheme with brushed chrome and wood fixtures, hanging globe lamps and a space-age pair of Eero Saarinen-inspired tulip chairs.

If it all sounds like the makings of a party you don’t want to miss, you’re in luck. Stop by the shop (1798-B McAllister St., 415-425-5603) on Friday night between 5 and 9 p.m. for a grand opening party with DJ Blankity Blank, refreshments and new clothing featuring the work of local illustrators and Nooworks collaborators Jay Howell and Diego Mannino.

And yes, Noo Noo herself will be in attendance.

Shop hours: open today and Wed.-Sun. from 1 to 6 p.m.