In the fashion world, the do-it-yourself look is all the rage. But let's face it, there's a huge difference between looking like you did it yourself and actually doing it, uh, yourself.

Enter Shag, the new shopping experience on Farwell Avenue that is bridging the gap between what you're able to design and what you'd actually wear in public. Here, all you have to be responsible for is your creative vision, and they take care of the rest.

Owner Shannon Ross unveiled her store on June 26 in the space that formerly housed Farwell Music to give Milwaukeeans the chance to put their fashion design skills to the test. Although she says that she was inspired by other stores she's seen in cities like Chicago, New York and Las Vegas, Shag itself is a Milwaukee original, as well as a first of its kind in the city.

"It's a really fun idea that I've seen while traveling in other big cities," says Ross. "I think it's a good fit for Milwaukee."

While figuring out if you want black lettering on a red shirt or blue words on a white tank might be a bit of a challenge, the concept of clothing design at Shag is simple. If you can pull yourself away from "The Breakfast Club" -- or whichever '80s movie is playing on the TVs in the store's front windows -- you enter a world of colorful choices.

Carefully organized by category in a series of books are 2,000 picture transfers, over 1,000 phrases, 11 fonts and six letter colors. Your first mission, should you chose to accept it, is to decide what you want your garment to say or display.

The "Say What?!" book is a mixture of fun phrases like "skate or die" and "mullets rule." Inside the "Pop" book you'll find classic pictures of '80s faves like Jem, Transformers and Sesame Street characters. The "Rock" book features legends like Rod Stewart, David Bowie and Ozzy Osbourne. "Vintage" options include classic cars and unicorns, while "Glam" offers cute skulls and star clusters. Lastly, the "Travel" book dishes up symbols and recognizable images from various cities, states and countries.

The next step is to pick your wearable canvas from a large assortment of American Apparel options. For now, Ross offers six shirt styles for both men and women, kids and baby gear -- such as onesies and bibs -- two underwear styles and one style each of shorts and pants.

"By fall I plan to offer American Apparel's entire line," says Ross. "We'll have bags, socks, belts, you name it."

With prices comparable to the American Apparel stores themselves, shirts cost $15, and the transfers are $10 each. Ross says customers are welcome to bring in their own clothing, but will then be charged a $10 pressing fee. All transfer pressing is completed in about five minutes, allowing shoppers to walk out of the store with a one-of-a-kind item in a matter of minutes, given that they're able to make some swift design decisions.

So instead of scouring eBay for hours searching for the perfectly fitting vintage Pabst T-shirt, head down to Shag and make your own.

5 comments about this article. Post a comment / write a review.

Recent Talkbacks ...

Posted by OMCreader on July 14, 2006 at 12:56 p.m. (report)

FUMKE said: Tee-hee!

Posted by OMCreader on July 8, 2006 at 10:10 a.m. (report)

cheeeeeeesy said: whoa we are just like the 'big city' now!

Posted by OMCreader on July 7, 2006 at 10:14 a.m. (report)

Blue Dahlia Girl said: Great. Hopefully, in the near future, Milwaukee will get a hair studio that will offer a 5-minute in and out "just-got-out-of-bed-didn't-wash-my-hair" shag dos that the hipsters spend 40 minutes workin on.

Posted by OMCreader on July 7, 2006 at 8:03 a.m. (report)

Carla said: So glad to see this in Milwaukee! Are XL and up sizes available?

Posted by OMCreader on July 6, 2006 at 9:02 a.m. (report)

Hank said: Very cool, FUN store! Feels just like the 70's!!