de fine – doomed

3/31/2009 Update:

Less than two years after opening, De*fine is closing up it’s shop at 610 Washington Street.


See updates when times were better after the jump…

4/21/2007 Update:

Opened yesterday, and Roberto from De*fine says:

“Check us out… define yourself!”


Read more about the store and see some previous pre-opening shots, construction, etc below.


define-logo2.gifHere’s some info regarding the new mens & womens clothing boutique opening soon at the old Family Doctor location at 610 Washington Street.

Steve DiPasquale (from NINE bar) and his parter Roberto hope to get this operation open some time in April 2007. I recently had a chance to speak with Roberto about what he expects de*fine to offer Hoboken.

de*fine is going to be a larger than average clothing boutique that is targeting a 50/50 mix of mens and womens clothing in the mid to high range, but at reasonable prices.

Roberto brings quite a bit experience to this shop, with partner and family tenure in the fashion industry exceeding 50 years, and is confident that they will offer many “before trend” options.

Their buyer points out why they won’t just be “another Hoboken clothing store”:

  1. We have exclusivity for Hoboken on several brands.
  2. We are offering an inviting atmosphere of good music, couches, TV and of course overall decor.
  3. We will be carrying many lines that people may have not heard of yet in unison with the more common lines. To give you an idea of what I mean, my buyer was the first buyer to bring VonDutch to New York several years ago before they had that big boost of popularity. So, basically we look for whats going to be hot and not only what is currently cool.
  4. Styles for lounging, partying, hitting the beach and even selections for your 9 to 5!
  5. NO outrageous prices!!!

In the approximately 1200 sq. ft. store, they plan a diverse selection of offerings that will include Diesel, True Religion, MissMe, Kiki and English Laundry, amongst others.

On top of the garments, a selection of accessories will also be available, such as belts, hats, jewelry, bags and more. And for those that treat their pooches like celebrities, they’ll even be a small section of cute and fun garments for the smaller dogs in Hoboken. Sorry, giant dogs will have to go to the big & tall shop if it ever opens!

By keeping a uniquely different selection of styles, Roberto and his team aim to be able to provide Hoboken residents with fine clothing choices with a limited risk of seeing another person out on Friday night with the same shirt or blouse.

Check back for more on the development of de*fine. Here’s some pictures of the work in progress.

New clothing and accessory boutique for men and women
Address: 610 Washington Street, Hoboken, NJ 07030
Phone: TBD


Very early in the construction phase, dismantling the old examination rooms the previous doctor’s office had:


55 Responses

  1. Journey says:

    [quote comment=”27732″]look all over hoboken, there’s plenty of womens AND mens clothing! why is everyone so DISSATISFIED? 8O[/quote]

    So far all the stores I’ve seen do not sell the styles I would wear. So sue me, I’m not trendy. I’m a woman who wears pants suits (that are not so different from men’s) to work. (If you had to move computers, or crawl under desks to hook up network cables, you might reconsider skirts…) And on the weekends I’m happy in comfy jeans and t-shirt. I’ve become a tie-die fan, mostly because I have a friend that is fabrics artist. She makes the cutest tie-dyed onezie.

  2. tiffany2288 says:

    This store sells the EXACT same stuff that Conway in NYC sells. A fried of mine bought a cute dress at Define for $40 then saw it in Conway for $15, she was so pissed. She bought it at Conway, then went to return the other one at Define and they wouldn’t give her the money back. Store credit only, she was furious. I’ve bought some casual tank tops to wear to the gym here (some of the rocker ones) and they dont wash very well. They were cheap tanks $18 but they shouldn’t look like crap after one wash. Old Navy/Gap/American Apparel sells better quality plains tanks for less money.

  3. NorthKrissy says:

    Agreed, tiffany! I went in there to pick up something for my BF’s birthday, and the quality sucks. Stay away from this place. Better choices at the mall, and you’ll save money for a nice dinner. 👿

  4. Stabone130 says:

    I don’t understand the business model of stores like this, especially in this economy:

    – If you sell clothes that are very expensive, you will sell less – but you will get a good profit from that ONE article. But you’ll sell less because people will come in & say “too expensive.”

    – If you sell clothes that are NOT expensive (but with less profit on each sale), you are more likely to sell more. People will come in & think “Thats a reasonable price. I’ll buy it.” You’ll sell more and more and more……and while the profit margin is smaller, in the end, you’ll make more money.

    Simple Economics.

    It worked for Walmart.

    It also works for Anthology next to Dunkin’ Donuts. While many women’s boutiques do not seem very busy, Anthology always has a a lot of people in there — I go in with my girlfriend from time to time — and the cashier is always making a sale.

    I don’t know why more clothing stores in Hoboken don’t follow this model. Stylish, good quality clothes….at a good price. You’ll make a killing in volume.

  5. kooky kat says:

    What a shame, that dumb whore behind the counter on Sunday is out of a job.

  6. mcspacebar says:

    Oh no! They had the trendiest, sexiest mannequins in town.
    “strike a pose!’ 😆

  7. dawnrose says:

    I just bought three dressess from this store. I noticied two days ago. They are closing. I am very distressed over what is happening in town. The whole block of 5th and practically gone. I saw Boston Chicken closed abruptly. Our economic situation has me in distress. I have an apt. I’m having issues renting out. I love this town. I don’t want it to go back to the way it used to be. It appears that’s what may be happening.

  8. yellowsubmarine says:

    so you became distressed about the economy once boston chicken closed?

  9. Stpaddygirl says:

    I better check this place this out before it closes I already missed out on the Jubliee closing 😥

  10. Stabone130 says:

    [quote comment=”146069″]so you became distressed about the economy once boston chicken closed?[/quote]

    HAHAHAHAH — well said.

    Forget about Wall Street collapsing….Boston Chicken closed!

  11. ant says:

    [quote comment=”146054″] I love this town. I don’t want it to go back to the way it used to be. [/quote]

    and exactly what would that be?

  12. dawnrose says:

    #48 & # 49: “YES EINSTEINS” I became distressed over the economy when Boston Chicken closed. The point I was trying to make and I didn’t think I made things that complicated was that it saddens me that every day I see a different Hoboken business close. #50: To answer your question,I don’t know where you’re from. I don’t know how long you’ve been here. Hoboken used to be basically a ghetto slum. It did not look the way it does now. It wasn’t anything like it is now.

  13. dawnrose says:

    I apologize I meant post # 51 not post # 50

  14. rag246 says:

    dawnrose, there will always be appeal to Hoboken as long as yuppies think it is a nice place to drink and hook up with each other just a short ride home from work in NYC.

    However some on this board would close the bars, halt the parades etc until that appeal is gone. If and when that happens, the renters will go somewhere else (Brooklyn, Astoria, UWS). More business will go under as the renters’ money goes with them, and the landowners of Hoboken (commercial and residential) will realize how much they depended on those damn frat boys and sorority girls.

    Hot spots come and go.

  15. ant says:

    ghetto slum was good – better than current ghetto of 5k apartments and 1k a month car leases

    but its all still good

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