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Where Kendall Herbst Finds Chic Umbrellas on E. 9th Street

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New York City has more stores than anyone could physically tackle, but somehow we always keep returning to the usual suspects. To break out of the rut, we've asked some local shopping and fashion gurus to provide their hidden retail gems—those unique stores around our fantastic city that we might not all know about. Cue the Beatles: We're about to get a little help from our friends.


Image via Yelp

Kendall Herbst is the co-founder of StyleUp, a new start-up that makes getting dressed in the morning more fun. Through daily emails, StyleUp offers outfit inspiration tailored to your taste and local weather. Before starting her new gig, Herbst was a fashion editor at magazines like New York, Lucky and InStyle. Here, she shows us the only spot in the East Village where a thunderstorm can update your wardrobe.

I dashed into Ame Ame because it was pouring and I couldn't find a bodega selling $5 umbrellas. For years, I've had the bad habit of forgetting an umbrella, even on overcast mornings. Usually, I opt to run to the subway with a magazine or a sweater over my head. Not a great look. At Ame Ame, not only did I come away with a cute umbrella—one that didn't break with a strong breeze—but also with the feeling that it's possible to dress well in tricky weather. The challenge just requires a bit of extra effort and a few smart accessories.
Ame Ame stocks rows of reasonably priced rain boots in a rainbow of hues and patterns as well as trench coats. For me, their quirky, high-quality umbrella selection is the big draw though. As a bonus, the shop also sells candy which can be a nice pick-me-up on a stormy day. Ame means both rain and candy in Japanese. Suffice it to say, this shop's made my rainy days a bit sweeter.
· Ame Ame [Official Site]
· StyleUp [Official Site]
· All Shopping Confidential Posts [Racked NY]

Ame Ame

318 East 9th Street New York NY 10009