A bit of edgy, urban charm...in the form of upscale street-clothes for men and women

Pioneer square is, no doubt, a tourist attraction. With its decaying monuments of brick and marble, it is the urban offspring of New York City. Pubs, nightclubs, boutiques, art galleries and bail bonds businesses are sandwiched together down the cobblestone streets, trod on relentlessly by pedestrians and pigeons alike. It is dense with texture, diversity, history, and, in bright spots of polished window-displays, home to some seriously cool threads.

Deli, which opened this past May, brings a bit of edgy, urban charm to this area in the form of upscale street-clothes for men and women. Owner Max Heigh said the inspiration for the store came from his business upbringing in his family-owned delicatessen in Sea Tac. Heigh admits this is his first experience in retail, but the business graduate has a knack for merchandising and the store's blunt reference to a real delicatessen is not lost upon entry.

"All of the racks and shelves are refurbished from old delis," Heigh said, emphatically pointing out the polished-steel pieces. Once used for displaying chilled meats and dairy products, they now lend a smart touch to the store's clean, sterile appearance. The idea is to look like a real deli, but instead of sandwiches, meats, soups and pie in the display cases, it is fedoras, graphic T-shirts, designer jeans and local custom pieces. The front counter boasts a retro cold case in which sunglasses and wallets are appetizingly perched upon beds of fake lettuce and nestled between fake baguettes. It sounds kitschy, but in reality, the way Heigh has carefully displayed products to look as scrumptious and delicate as pastries is nothing short of innovative.

Located on Yesler way between First and Western Avenue, Deli gives no ostentatious indication of the urban treasures that lie within. Inside, what appears to be in the line of style with Zebra Club and Zumiez, is actually upon closer examination, an array of pieces you will not likely find anywhere else in Seattle. Labels sold include Shades of Greige, Modern Amusement, TITS featuring a silk-screen printed T-shirt with the face of Edie Sedgwick and Public. "We carry lots of artistic brands," Heigh said. "We're really very contemporary." The selection looks sparse and organized, usually an indication of steep prices and non-durable fabrics. But most price tags read between the 30 to 55 mark. "We actually keep the inventory rotating," Heigh said. "If someone comes in, I can read their style and pull out other items from the back that they might like."

Heigh also mentions that he, along with creative partner Ramil Azucena, are starting to develop an in-store line of clothing as well. Passersby would be wise to periodically stop in to check the fresh selection that is constantly changing. Just check the big chalk menu board above the register for Heigh's "daily special" of price cuts and recommendations.

Deli
87 Yesler Way
Seattle, WA 98104
(206) 682-2446
http://www.deliseattle.com