Ultra-hip 10denza (from the Italian tendenza meaning “following a trend”) opened the middle of September at 44 Maryland Plaza in the space formerly occupied by Design Within Reach. The often-heard assumption that shopping on Maryland Plaza is somewhat exclusive and expensive will be blown away when you enter this urban emporium. Chris Lanter, below, the creator and “arbiter” (as he identifies himself on his business card), has been observing the commercial real estate market in the CWE for a couple of years, waiting for the right space to become available. An aficionado of pop culture and current trends, Chris knew that this eclectic neighborhood was the only place in town where his vision of a shop would fit.
Chris started working as a d.j. while in college and for a time afterwards. So, naturally, one of the first things you’ll notice when you walk into 10denza is the music playing in the background. There are 5 ipod listening stations where you can preview a wide variety of music available for purchase. Chris avidly reads music reviews and listens to new artists to introduce. He offers new releases featuring imports from Europe, D.J. mixes, alternative, and electronic music, $13 to $19.
There are a few tables containing a large selection of coffee table books on art, design, music, pop culture, and as Chris said, “street stuff,” $20 to $50. I was told the books are meant to be handled, and there are comfortable chairs, below, to sit and peruse.
10denza has a “no pressure” staff–Kerrie Knoll & Darren Compton (not photographed)–who add to the very relaxed vibe, and the shop stocks a wide range of merchandise you won’t find elsewhere, $5 to $800.
There is a display wall with shoes for women, left, and men, below, in casual and sneaker style.
Brands include Puma, Pointer, and ALife, $55 to $160.
There is jewelry too, including this set, shown left, from Brooklyn-based designers Digby & Iona.
10denza carries casual, comfortable clothing for men and women ranging from “arty” t-shirts starting at $30 on up to jackets at $700.
Chris also supports local designers, stocking clothing from Vintage Highway and CWEnder Amy Johnson, who designs under the name of Kay-oss. Amy’s adorable skirt, right, is $190, and in the shop window you’ll see one of her great black dresses with tiny ruffles on the cuffs. I watched three of them get snapped up on as many visits.
Personal tech gear includes ipad covers above, $29.95, headphones, and other tech accessories. A new shipment of winter clothing including mittens right, $25, and unusual knit hats upper right, $45, is now on the shelves.
Brightly-colored TOY watches, above, come in “jellys,” $160, or “velvety,” $225 (not shown). 10denza also carries sunglasses, $100, from a philanthropic Brooklyn company named Contego, that sends a pair to a charity with each purchase. The glasses are named after Nobel Laureates.
Chris’s 10 year-old daughter, Olivia, and 13 year-old son, Blaise, help with merchandising decisions. Blaise, who knows a lot about what’s hip in toyland, suggested the Kid Robot collection, toys designed by different artists. Toys range in price from $5 up to $200, some of which are shown in the glass jars on the counter above.
Toygiants by Daniel & Geo Fuchs is an illustrated journey into the world of toys, right.
You too should follow the trend and stop by 10denza when you have some time to browse, enjoy the music, and the company. The shop is a wonderful addition and such an enjoyable experience.
10denza, 44 Maryland Plaza, 12 to 8 Monday – Saturday, 12 to 5 Sunday, (314) 361-1010.