Applike Couture is the perfect addition to a street filled with dance academies, art classes, music programs, and schools. The sparkly hearts, smiley faces, and peace signs in the window are a welcoming sight to any child walking by. Owners Marc and Felicia Wollerstein consider themselves very lucky to be on such an artistic, kid-friendly block. “75th Street is the hot block,” Felicia said.
The element that makes Applike different from most other clothing stores is that everything can be personalized. As the name suggests, Felicia and Marc specialize in appliques – designs that can be heat pressed onto dresses, t-shirts, sweatshirts, leggings, fuzzy pajamas, backpacks, and anything else in the store. Although the girl's apparel represents the larger audience, there are also a number of pieces for young boys (sizes range from newborn through 14 for girls and size 11 for boys).
The store also stocks items that can be gifted to adults. As I was admiring the puffy pillows in rainbow colors, I laughed at one in the shape of the emoticon “poop” symbol. Felicia grinned and said that while many of the big pillows smell like what they are (cake, cookies), “Fortunately the poop pillow does not smell.” Marc told me that he and Felicia had dinner with a friend who had been through a series of unpleasant events in the past couple of months. They decided to present her with the poop pillow, saying “It’s been a shitty year.” The goofy pun seemed to cheer her up.
In addition to custom clothing sales, Felicia and Marc offer birthday parties in their store. They demonstrated how they can push back the table in the small shop to make room for up to twenty-two children. The guests create their own customized ensemble, complete with headbands and t-shirts. An adorable eight year old was listening to my conversation with Marc one afternoon and excitedly chimed in, “I had my party here and loved it!” Additionally, three times a year, the store has a special event where they bring in an airbrush machine. I witnessed one of these days on my first visit in September 2015. I observed a group of children gathered outside, waiting to decorate their piece of clothing with the machine before even entering the shop.
Felicia and Marc are like celebrities to the kids in the neighborhood. They often create clothes for special events at nearby schools and outfit kids for dance classes. They also encourage children to write to them over the summer while away at camp. Felicia showed me her wall of letters from children and explained that she always responds with a little present, like a small bracelet. Others stop by on a regular basis for a lollipop on their way from school. Felicia said, “It’s a real neighborhood store where our customers become our friends.” Marc proudly added, “Everyone is always giving Felicia a hug when she is standing outside the shop or as they are leaving.” They pointed out a little drawing that a young customer had made for them, as well as a school essay that a girl had written about Applike that contained the line, “You walk in the store, you pick out a design, they put it on and then you say, ‘Oh my God.’"
