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Pachute

Pachute

57 West 84th Street
New York, NY 10024
212 501 9400
pachute.com
Hours:
M-F 11am-7pm; Sa 11am-6pm; Su 12pm-5pm
Other Locations:
1582 First Avenue

Sharone Komoroff, originally from Israel, moved to New York when she was eighteen years old. She quickly learned English, got a job as a bartender, and secured a place to live shortly after relocating. “Everything worked for me,” she admitted. She received her citizenship, met her husband at a class at a Kabbalah center, and had a daughter. It was while shopping for clothes for her first child that the story of Pachute began: one of Sharone’s favorite children’s clothing stores was I o Tu (“me and you” in Italian) on the East Side. When the woman who owned the shop decided to go back to Italy, Sharone took over her storefront and opened the first Pachute in 2010. Modeled after her own life, Sharone chose the Hebrew name, which when translated means “simple.” This is also the guiding principle of the boutique, which sells beautiful, minimalist women’s clothing.

Sharone started to notice that many people were coming from the West Side to shop at her First Avenue location, and so she started looking for a perfect spot on the Upper West Side. Sharone lives on the East Side, but her children attend school on the West Side, thus she feels at home on both sides of the park. It did not take long for her to feel compelled to open another Pachute. Sharone says that the customers at each location are very similar, with only a few differences: “On the East Side are the doctors and on the West Side are the therapists and their patients.” The staff loves to hear people’s comments as they continue to discover her. It everything from “‘oh my gosh, how long have you been here,’ to ‘this is my favorite place to shop.'”

Sharone’s husband helped to create the space, which opened in 2014. Above the front door is a large branch from a tree that was chopped down right outside. Pieces of the tree can also be found scattered throughout the store, including in organic little stools and stands. Sharone pointed out the low central table that used to be a day bed in her home. Other than these few furnishings, the space is open and bright, highlighting the craftsmanship of the clothing and accessories. The decor honestly matches the clothing – rustic, simple, while also being very welcoming. And thrown into this perfect blend of clothing are candles, belts, bags, jewelry, and even a few pairs of shoes and sneakers.

Sharone described her style as “a little different and a little more creative, but otherwise just the simple basics.” She believes in fit and comfort over trends and cost. “If Gap fits you well, buy Gap.” She then elaborated, “If it doesn’t work for you all the time, at least it can sometime.” She stocks a lot of “good fabrics” that do not require dry cleaning. “They look good, feel good, and are easy.” Lisa, her absolutely lovely assistant chimed in, “Sharone personifies the word simple in every way. She is so pleasant to be around.” Shaking her head, Sharone added, “I really truly am that girl.”

Because she does not focus on mainstream fashion, Sharone often carries designs that are limited edition. Her goal is not to get a mass quantity of each item, but rather to stock a small selection of excellently made pieces and to take care of each customer one at a time. Because of this, Sharone does not do much in the way of advertising Pachute. She prefers it when women learn about her store via word of mouth (though there has been at least one case, she mentioned, of a customer refusing to tell her best friend about the store, in case the friend started buying up items in her size). Lisa then jumped in, saying that she had always loved collecting clothes, but once she began working at Pachute, she realized that Sharone’s clothing made all of her other things seem superfluous. “It just made me want to weed out and refresh.”

What both women emphasized about Pachute is the warm neighborhood feel that has grown in a short amount of time. “When I have a trunk show it is like a party,” Sharone laughed. When I inquired about being on a side street versus the avenue, Sharone shared that in addition the drastic difference in rent, “I really didn’t want to be on the main street…This store is how my clothes are and how I am – a little off.”