Tuesday, April 20, 2010

The Usuals Grand Opening!

The Usuals is a brand new San Jose-centric clothing store on the Alameda, and it's everything I could ever want in a clothing store and then some!  Let me start this off by saying I know nothing about fashion... so I'm not even going to try to give an opinion on that topic here. SJFAM (San Jose Fashion Art Music) has a great article describing the product offering at The Usuals, so for that topic I'll direct you guys over there. I will only say that my wife described the clothing here as Diesel style at H&M prices.

Honestly, I wasn't quite sure to expect when I walked in late last Friday during their grand opening. In retrospect I should have brought the big cameras instead of a point and shoot because I really liked what I saw. The first thing I noticed were the I Heart SJ shirts. That scored some major points with me immediately (btw, you can get them online here). Add to that a shirt with an awesome throwback to San Jose's history... you'll actually have to visit to see this, I'm not going to spoil it for you! Unfortunately, the 250+ visitors that came before me cleaned house on all the SJ shirts in my size!

Next, gratuitous amounts of local art. Josh Marcotte's work from Lost San Jose was all over one wall. Another wall was essentially a huge dry-erase board combined with framed art by talented local artist Dion Bello (the dry erase allows for some very dynamic art since it can be changed on the fly). Music from San Jose DJs. More points, lots of them. The Usuals clearly cares about San Jose's burgeoning art scene.

Lastly, I have never been a big fan of mall or chain stores, but I also don't want to break the bank with specialty Santana-Rowish boutiques. The Usuals carries a solid assortment of clothes that look stylish, are comfortable, AND are affordable. Add the information from the previous two paragraphs, and this is absolutely a store I will support with my dollars. Hopefully you guys will swing by and take a look as well--1020 The Alameda, across the street from Sushi Infinity and Chipotle.

Now for photos (sorry in advance for the point & shoot photos, should have brought a DSLR camera)!


  1. My husband and I were just here tonight, he bought one of those I <3 San Jose shirts. DTSJ needs more cool (and affordable) shops like this!

  2. Great looking place. Address please?

  3. 1020 The Alameda, San Jose... across the street from Sushi Infinity and Chipotle.

  4. Speaking of the location, what happened to 7 Restaurant? Any inside knowledge?

  5. Thanks josh great article....we do have more sizes now in the i heart sj shirt!