Shop aims to dress younger crowd |

Shop aims to dress younger crowd

South Lake Tahoe shoppers wanting to see what’s hip these days need only go as far as the Town and Country Center.

After performing a $5,000 remodeling job where Connie’s Clothing was located, Darcy Curry and Francisco Rodriquez, two 20-somethings, opened Rain urban street apparel in August to appeal to young adults looking for modern, brand-name clothing.

“There’s nowhere up here for kids to shop,” Curry, 23, said, adding many go off the hill to Sacramento to shop. “We want to keep them up here, so they don’t have to (travel).”

The Zephyr Cove Elementary camp-host-turned-entrepreneur knows firsthand about shopping.

“I’m a shopaholic,” she said.

Rodriquez worked as a carpenter before starting his retail business.

The store features sweat shirts, T-shirts, hats and jumpsuits in brands MTV watchers would recognize.

Curry cited their Sean John Collection, spun from rap singer Sean “Puffy” Combs, as one of the fastest growing apparel lines. In addition, the Ben Sherman line for men will have some company when the women’s line comes out in the spring.

They hope to expand into shoes, without cannibalizing the merchandise found in snowboarding and skating shops.

The boutique has as rich an atmosphere as merchandise.

Aside from the bright blue paint used in the interior, the owners play music throughout the day to give their shop a sense of a San Francisco store.

Curry and Rodriquez, mates for two years, began practicing the principles of motivational speaker Tony Robbins, and from that, decided to take those ideals into business.

The couple plan to focus on Internet sales off the store’s Web site –

Otherwise, the shop — located at 2660 Lake Tahoe Blvd. in Suite 10 — is open noon to 8 p.m. Tuesday through Saturday and noon to 5 p.m. Sunday. It’s closed Monday.

The store can be reached at (530) 542-4211.

Susan Wood can be reached at (530) 542-8009 or via e-mail at

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