Whats-Nü

The worst thing about this store is that I now live very close to it and am tempted to buy all of the things. Lena stocks virtually all locally– and US-​made clothes, which are also all gorgeous. She will excitedly guide you in piecing together an outfit, and isn’t afraid to dissuade you from something because it doesn’t look good. She alters pieces for free («I’ll do it overnight!») and is a magnificent person and store-​owner. She clearly loves her shop and you clearly should shop there. I now shop there almost exclusively.

Lena and this shop were wonderful, what a fun place to stop in! The prices are on par with nice business-​casual pieces from JCrew and Talbots, but the clothing is designed and made by hand in Massachusetts (for real! I was blown away).
Lena pinned everything I tried on so I knew how it would fit after the free alterations she kindly provides. I’m a cash-​strapped young professional, but my mother taught me to invest in quality clothing and I feel honored to wear the label of the local artisan who designed, picked and fit each piece to me.

This store is a local gem! Beautiful, unique styles with a commitment to environmental responsibility and affordability. Many designs are made by Lena, the owner. By the way, she is a fabulous personal shopper and can alter dresses if needed for custom fit. Every time I wear an outfit from Whats-​Nu I receive many compliments!
After buying a few casual and special occasion dresses from Whats-​Nu that immediately became favorites in my wardrobe, I went to Lena with a special consultation and she made my wedding dress. I couldn’t have been happier with the final result — a stunning original design, classic style with a splash of pink personality, made in Somerville.
In Lena’s words, she won’t let a customer leave the shop with something that doesn’t look great on them. And in addition to looking your best, you will feel good about investing in the local economy and alternatives to sweat shop labor.

Finally made it into this shop after weeks of looking longingly at the window displays (always when the place was closed). It’s the store of my dreams! Don’t let the small size fool you; this shop has a pretty large range of sizes and styles. I’m an Anthropologie-​style kind of girl, but I love supporting small designers so that aspect is very appealing. I loved so many of the items here and was surprised at how affordable they are, especially because the owner will tailor any piece for free. That makes all the difference to me. I had a baby a little over a year ago and find it hard to find stuff that fits my small shoulders/​petite frame without being too tight over the stomach I am still working to lose. I left with several pieces I know I’ll feel great in.

Lena is super helpful and friendly, but not-​over-​the-​top salesy. The things she sells are nicely designed and good quality – it’s great that they carry so many local designers! I went in to check out the new digs, and left with a great dress.

Cute clothes, friendly service, and a range of prices — what more could you want?