I took a spin on NW 23rd after work on Friday, where the tremendous potholes dichotomously mark the spaces between some of Portland's ritziest, trendiest, and chain-iest destinations. When The English Dept. initiated the flight to what quickly thereafter became the West End shopping hub, it felt like the street was teetering on the edge of possible doom, with more and more corporate chains (what's up, Free People) popping up to slowly poke holes in the area's personality, and drain it.

But the indies are still putting up a fight, and when I heard that IDOM was moving into the former Seaplane location (827 NW 23rd), it was relieving, not to mention a stellar opportunity for the store, owned by Modi Soondarotok, whose former location on NE Alberta was cute but far from the moneyed tourist foot traffic that marches through Northwest. Plus, it's much more spacious than the previous adorable-but-tiny converted house where it used to live, and the signature orange of the IDOM logo exudes an energetic pop on the already colorful block.


The doors have been open since the first of June, but this evening marks the official grand opening of the new location, from 6-9 pm, during which you can take advantage of a 20% markdown on new summer pieces, plus enter a drawing for an outfit worth up to $350!


This dress always speaks to me. The tiers and cut remind of a vintage piece I used to have habitually steal from a former roommate, until I accidentally shrunk it in a laundry mishap. And I love that it's part of a spring/summer collection, a little counter-intuitively, but is really kind of season-less.