When fleece is too frumpy, or Lycra not loved, Dare to Dress

 

DURANGO, Colo.– It must be logged out there in some dusty newspaper archive, but no one can quite put his or her finger on the USA Today article that christened Durango one of the “worst dressed” towns in the country. Yet the arguably incorrect “label” has persisted for some 20 years.

“It’s really that it’s not important, no body cares,” said Debbie Lytle, of Durango’s more laid-back attitude to the typical urban fashion frenzy. However, for those special occasions when it does become important, Lytle hopes that Durango will “Dare to Dress” and visit her shop of the same name for chic and sexy formal wear.

Located at the corner of College and 4^th Ave., in the little house-turned-shop that once housed Gossamer Threads, Dare to Dress has been open in its current location since last October. When Lytle first launched her business in 2007, she moved into the former bridal shop space in the Main Mall, but the location didn’t quite suit Dare to Dress. Moving into the Gossamer Threads location helped the visibility, but not necessarily traffic.

“People still can’t figure out what Dare to Dress is. They think I’m a second-hand store,” said Lytle who made a big advertising push during Snowdown, which, with its theme Snowdown in Da Nile, lent itself to ladies looking for some more exotic clothing.

“Snowdown was great exposure for me. People were so shocked (to see all the dresses) when they walked in. Even though I have on the sign, ‘bridal, formal, sexy, chic,’ they think it’s a concession shop.”

Nothing could be further from the truth. Lytle has made the best use of the relatively small space, featuring a no frills shop for the frilliest of clothing – though beyond proverbial Cinderella style, Dare to Dress offers everything from slinky cocktail (including a cruise ship line) to bridal. Mother of the bride, bridesmaids and prom – any occasion that calls for a step up in style can be found or ordered at Dare to Dress. And for the guys – tuxedo rental is also available.

Given the limited space of the small house, Lytle buys only one of each style of dress that she thinks will appeal to regional tastes. If there’s time before an event and as long as the manufacturer is still carrying the dress, any size can be ordered and received in timely fashion.

“It would be lovely,” said Lytle of being able to carry dresses in every size. “But it would be massive, so I encourage them to come in early so they can order. I also have two seamstresses – one’s coming in today to take this dress down to a size 8. It’s a 10. They can do amazing things.”

Considering herself both a tomboy and girly-girl when growing up (Lytle had five brothers and two older sisters), Lytle has always enjoyed fashion though had not worked in the industry until recently. She is originally from Texas, but has been living throughout the country with her husband, John, a builder and Durango native. Recent opportunities allowed them to return to his family home.

“We always wanted to come back here,” said Lytle. “Then the bridal store went out in the mall – and Durango needed a bridal store – so I just wanted to do it.”

Entering Dare to Dress, shoppers are met with color – the cocktail gowns and dresses suited to high school proms, the latter of which is Lytle’s central focus at the moment. She’s participating in two school fashion shows – one in Bayfield in April, and on March 18 at Durango High School to give the girls (and guys) an idea of what is available. While the economy has hit some families, the girls are still shopping.

“But I’ll help them out a little if there is an issue,” said Lytle, also pointing out the “back room” that features the $99 rack. Regular prices for the formal wear range from $100 up to about $450 – generally less expensive than the same dress would cost in a metro area or even on-line.

“There’s really no set style,” she said of the short, long, frilly, slinky, glitzy, sexy dresses. “It’s like, here we are, whatever you like. It is challenging to buy, because there is such a variety of tastes. (At the shows) they do a runway, and they actually show the dresses four times. You see something different every time.”

Shopping for Durango’s brides is also a challenge, according to Lytle. The town is known for its less than traditional wedding, so Lytle offers a wide range, from those gowns with expansive trains that would fill the center aisle of any church, to muffs and jackets for a wedding in the snow. Dare to Dress also features a number of “destination” wedding dresses – gowns that can easily travel to an exotic beach, and look perfect right out of the suitcase. Prices range from $225 to more than $1000. Lytle doesn’t carry the couture lines (with price tags of $5,000 – $20,000), but will help brides order the more expensive styles if desired.

Lytle’s prom and bridal clients tend to be educated – or at least think they know what they want. Before arriving at Dare to Dress, they’ll have combed the magazines or web sites and selected what they perceive to be the perfect dress.

“They’ll pick something out in their bridal book or on line and they’ll come in and then leave with something totally different. It’s not like casual clothes. It’s so different when you see them in a book and then on you.”

While not a bridal consultant, Lytle will assist with colors for the wedding party (though some brides opt for “color” in their dress as well). Brides can also find all the wedding “accessories” at Dare to Dress – from veils, shoes and lingerie to champagne flutes, guest books and cake knives.

“And we have all of the wedding consultants – photographers, flowers, where to book their weddings, people who do hair, catering,” she said. “We all kind of work together on that.”

To some extent, Lytle is still “claiming” her new space, redesigning the interiors to suit a formal dress shop, and will enhance the exterior once spring is underway – perhaps helping to dispel the consignment shop myth.

Off-street parking is available in both the front and back of the shop. Hours are Monday through Friday, 10 a.m. – 6 p.m., and Saturday, 11 a.m. – 4 p.m., but if a bridal party or group of ladies are busy trying on every dress in the store, Lytle remains open.

“If they’re in here trying things on, we’ll stay. That is, after all, the fun part of shopping,” she said.