Fashionation, located at the corner of Broadway and East Iowa Ave. in Denver, is a unique clothing store with a rich 35-year history serving the punk and underground community. This family-owned business, established in the 1980s by Pam and Paul Italiano, offers a diverse range of rock and roll and alternative fashion, from studded belts and glittery bags to an extensive collection of Dr. Martens boots.
From Rock Island to Retail Royalty: The Fashionation Story
Before opening Fashionation, Pam and Paul worked at Denver’s Rock Island club, where Paul DJ’d and Pam managed the door. They supplemented their income with jobs at King Soopers while Pam, a talented seamstress, crafted clothing for local alternative shops. The 1987 King Soopers strike spurred them to launch Fashionation with minimal capital and inventory.
Initially a hangout spot, a chance encounter at a New York trade show led to a pivotal moment. They secured 1,000 pairs of shoes on credit, selling them quickly and solidifying their future as a shoe store. The burgeoning grunge scene and the rising popularity of Dr. Martens cemented their success. As Paul recalls, a fellow salesman’s advice proved prophetic: “Docs are going to be better than money in the bank.”
Navigating Challenges and Embracing Change
A rent hike in 2014 forced a relocation to their current Broadway location, a move that ultimately proved beneficial. Pam’s creative vision transformed the new space, incorporating elements from the original store, like screws from the old building, to preserve its “soul.”
The pandemic posed another challenge, but Fashionation persevered. Reopening to a surge of loyal customer support, a viral TikTok video by a customer sparked a new wave of popularity. Mia and Sydney Italiano, the couple’s daughters and longtime employees, capitalized on this momentum, creating their own TikTok account that now boasts over 800,000 followers. This online success brought increased foot traffic and media attention.
Dr. Martens and More: A Fashionation for Footwear
While catering to diverse communities, Fashionation’s core strength lies in its impressive Dr. Martens collection. They pride themselves on offering classic styles for true Doc Martens enthusiasts. Their status as a top Dr. Martens retailer grants them access to exclusive collections, including a collaboration on a unique 13-eye boot design.
More Than Just a Store: A Community Hub
Fashionation is more than just a retail space; it’s a community hub. The Italianos foster a welcoming atmosphere, embracing inclusivity and making everyone feel at home. Their commitment to inclusivity extends to educating customers about non-binary European shoe sizing.
A Legacy of Rock and Roll and Community
The walls of Fashionation are adorned with photos of rock stars and bands who have visited, a testament to its legendary status. Another tradition involves customers leaving their worn-out Dr. Martens to be signed by fellow shoppers and visiting musicians.
The Italianos cherish the stories behind each purchase, particularly first-time Dr. Martens buyers. They strive to create a personalized experience, making every item feel special and fostering lasting connections with their customers. Fashionation’s legacy lies in its commitment to self-expression, community, and creating lasting memories. As Paul reflects, “There are different ways to be wealthy…and we’re wealthy in all of our memories and all the fun stuff in the store.”
