Kim Kardashian and her famous-for-being-famous sisters are launching their own clothing line after being the official buyers for the Dash boutique for some years. Kourtney Kardashian talks about launching her line in Ok Magazine and when asked to describe her style Kourtney remarked “I love mixing things, just stuff that I have in my closet. When you put things together, I think it always looks more stylish.”. Surprising the critics, their Dash Boutique is doing more than just okay, and the Kardashians keep on expanding Dash from east to west.
While Kourtney plays the active role of managing Dash on a daily basis with Khloe, Kim has taken on the role of Public and Media Relations. Originating in 2006 in the Kardashians’ hometown in Calabasas, CA, Dash opened its second branch in Miami in 2009. The boutique appeared as the center of their activities on their spinoff show: “Kourtney and Khloe Take Miami”. The opening was temporarily derailed by vandals, as the newly-built Dash Miami boutique was defaced by grafitti. Kourtney Kardashian explained in her blog:
“All of the graffiti on the wall was gang-related and there were carvings in the glass. All in all, the damage is pretty bad, but they’re painting over it now! We want to make it clear that no one was targeting the store or Kim, Khloe and myself, specifically. The location of the store has remained a secret since we started filming, so there’s no way whoever graffiti’d the store front knew it was Dash. They were just defacing buildings in the area.”
Despite the defacing incident, Dash Miami continues to perform and has now become one of the more popular go-to shopping destinations in the city. Dash sells tons of clothing and accessories from a variety of celebrity brands. The hottest among the boutique’s offerings include Whitney Eve, Abbey Dawn, Miley Cyrus, La Rok, Mason, Naven and D’Amore, as well as swimwear from Beach Bunny, Vix and local label Alexis.
Quick Dash fact: Kourtney and Khloe Kardashian hired their Miami Dash employees (or better known as “Dash Dolls”) through an audition. The ad on Craiglist said:
“Looking for On-Camera Employees for Dash Miami Store: a local Miami girl with a flair for fashion to work on-camera as a “Dash Doll” at the Kardashian sisters’ Dash boutique on Washington Avenue in South Beach”
The boutique is also developing its menswear collection and the recent buzz around the entertainment world is that the boutique will open another branch in New York.