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/NOW OR NEVER secures new brands, luxury pieces and more for S/S24

By Alexia Hill

Helmut Lang, Maison Margiela, AGOLDE, Carhartt WIP and Private Policy are just a few of the many designer brands you can find when you wander through Downtown Phoenix’s boutique, /NOW OR NEVER. 

The storefront describes itself as an independent, multi-brand retail destination according to its website. /NOW OR NEVER is the Roosevelt Row Art District’s hub for iconic name-brand clothing, emerging designer pieces, and even home decor and beauty products. 

Located at 1001 N. Central Ave, Co-owner Jason Shelby explains that their top brands, or “hero brands” are COMME des GARÇONS, Maison Margiela and Vivienne Westwood, with Westwood launching just last season at the brick-and-mortar. 

“Our focus is on brands that are hard to find in Phoenix and Arizona, almost all of our brands are exclusive to us,” Shelby said. “Westwood is only available in two American stores, and it’s only held in three boutiques in the country, and we’re one of them.” 

Timeless jewelry pieces by Vivienne Westwood are now in store, including the classic orb pendant necklace, subtle white hair clips and rings. Statement pieces like broken pearl drop earrings and the Elettra studded pearl choker can also be found in store. 

/NOW OR NEVER celebrated the drop for Spring/Summer 2024 with mimosas, a $250 gift card giveaway and a music set by DJ Le Yaqui. New brands for the season include Helmut Lang, Boiler Room, Ganni and more. With a wide range of casual pieces to the latest designer debuts, there are no other stores like /NOW OR NEVER in Phoenix. 

“We’re most excited about Helmut Lang. They were a big brand in the 90s and then they sort of fell off a little bit but they just re-launched with Peter Do, their new designer,” Shelby said. “They were the first show of New York Fashion Week. We went to the show and it was great, this is his first collection. So we have mens and womens [clothing], and we took some of their classic pieces like the reverse tank.”

The curation process consists of a blend of coordinating with brands, but also some brands will reach out to /NOW OR NEVER, like Boiler Room. Only in its second season and only available in about ten stores across the US, Boiler Room is a music scene that’s exploded across the world. Because of its growth, the company created functional pieces for “ravers, DJs, and the underground at large.” These pieces consist of mesh cargo vests, branded graphic tee shirts, and cargo pants. 

“We pick everything ourselves. It's all about instinct and it's knowing our customer, knowing what they want,” Shelby said. “We try to just tailor it toward what the customer needs, but we also don’t water it down, we ramp it up and buy the coolest stuff we can find.”

Standout pieces in store include the Helmut Lang silk button-up with an all-over Taxi Cab print, Vaquera’s “Trompe L’œil” handbag, Eckhaus Latta’s “Sculpt” sheer collection and plenty of basics from Los Angeles-based AGOLDE. 

“We like to bring in new brands that people maybe haven't heard of,” Shelby said. “There just wasn’t a store that we liked for ourselves, so we just created it. We saw a void for modern, accessible luxury.”

You can view more of /NOW OR NEVER’s pieces on its website, or in person at the storefront. Follow /NOW OR NEVER on Instagram for updates and future events. 


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