dork magazine.

WTHN is a multi-functional space that provides more than just retail services. The choice of product and work displayed proves it’s an art gallery within a store. Since Mason is also a sales rep for House 33, it also serves as a showroom within a store and with an eye for design and knowledge in aesthetic construction, it also serves as an office for consulting clients. Oh - you can add hangout spot to that list. There's a Madden/Playstation/flat screen TV setup right by the front entrance. Talk about full-service.

I sat down with Mason to talk about what lead him to opening up his own store. “It’s like a dream come true. I’ve always prided myself on my background with not having to wear a suit, per se, or not necessarily having a college education and now I’ve created an opportunity for myself where I’m helping to run a successful clothing line, owning my own store. I don’t having any investors. I don’t have any partners. It’s my own 100%. And obviously the creative is a big deal to it. If someone approaches me to do a collab, if I’m into it, cool. If I’m not, I don’t have to bullshit around with somebody else.”

I remember when I worked at Ubiq with Mason, how he was very particular with how things should be, asking for every little detail and often checking things to make sure they were as he requested. The same execution of creative control is still very much evident in WTHN. Everything in the store looks to have been hand-selected and put in place by Mason himself. The toys, the books and the shoes shown on display inside the glass counter seem to come from his very own collection. Even the shelving, made from raw wood was constructed and put together by him and his friends, buying almost all the materials from Home Depot. The wall behind the counter, which also faces the front window is plastered with 1600 pigeons into the shape of - get this, a skull! The concept is Ben Woodward’s, also a friend of Mason’s.

They say surrounding yourself with creative elements helps to keep the juices flowing, and not only did Mason surround himself with his art friends, but he also settled WTHN in the heart of Philly’s Art scene right in historic Olde City. Considering that artists are always collaborating on projects, and that streetwear and sneaker culture often collide with contemporary art, it only made sense to be in the same scene. He also explains that timing and location just felt right. “Within about the last 3 years there have been about 4 sneaker spots opening so that proved to me that there is a clientele. There were no more pockets left for Nike, Adidas, Vans to go to because there was no penetration down here, and nobody in Olde City has a Nike [Quickstrike] account, so… I’ll be that guy in Olde City. It’s definitely cool being in the art district in Philadelphia. I’m much happier being in this neighborhood, next to art galleries and little restaurants than say, being on Market, Walnut or even South Street, where it’s primarily more touristy or more corporate. I’m 700 square feet, I’m tiny. Down here I’m average-sized to everyone else in the neighborhood. It’s cool because it’s a destination without being a destination. I’m right on 3rd street, right in the mix.”

And he knows that having a store wasn’t for the sake of being able to put his name on something just to call it his, but because there was a void that needed to be filled. Not so much in terms of providing merchandise so that you don’t have to drive all the way up to New York for, but more in helping to build culture up. “Philly’s small… but also thought it was behind in the times. There’s nowhere for me to shop. There’s nowhere to get an aNYthing tee. There’s nowhere for me to get a fitted New Era hat without the generic Phillies “P”. When Ubiq opened up, we carried a lot premium denim lines like Levi’s Vintage, Marc Jacobs, Rag and Bone, and Rogan, kids didn’t really catch on to that. And now that Ubiq’s gone back to more of a “just sneakers” format, I’m starting to see a lot of kids ask “Where can I get this and that?” when quite honestly it was available to them 2 years ago. With the streetwear vibe there’s not that much of a core audience yet.

But even with these frustrations, he sees there’s still the potential. “I like Philly because it’s a close knit. It’s like everybody knows everybody, and I think that the way the whole Sneakerhead/Streetwear culture has evolved, every city could support one boutique and I’d like to be that guy in Philly. I think there are enough kids now, with the internet and all.” Hmmm, what else is he planning to do? “I’m continuing with what I set out to do at Ubiq, but now it’s a little more pure, a little more natural. It’s organic. There’s no emailing to info@whatever, you’re not calling a 1-800 number. I’m approachable. That vibe, with the Philly scene, it’s such a small city, it’s good to able to put a face behind the store.”

WTHN Now Open!
17 N. THIRD STREET PHILADELPHIA PA 19106
Call 215.922.6030 or visit WTHNPHLA.COM for more info.

-- fin