“To do something different and to challenge retail.” From Bodega co-founder Jay Gordon, this was the reason for starting the uniquely designed, incognito boutique. Located in Boston, Bodega gets its name via the appearance in which the store front resembles — that and because the three founders were purposely looking for the most bootleg name they could use while leaving their imprint on products. We met up with Jay at Bodega to see first hand the store’s clever disguise and to talk about the boutique’s latest collaboration with Reebok Classic, the Classic Leather “U.S.B.D.G.A."

via Hypebeast