Walking through Colonia Juárez, in the area adjacent to Bucareli, one expects to find vulcanizadoras and auto parts stores. However, Wig Store caught our attention by inserting itself in this area in a surprising and even enigmatic way. Even the façade maintains the same name it had before it became this store. If you pass by after 8 pm, when the curtain is down, you would not imagine that in this space there is an avant-garde clothing store.
To prevent creativity in the local fashion niche from going to waste, Malena Foyo and Hernán Esquinca decided to take an alternative path for those who identify with fashion through self-expression. Thus, they created Wig Store, a space dedicated entirely to fashion culture and the artistic expressions that are nourished by it.
With studies in fashion and communication, Malena and Hernán met in the world of fashion. styling and photography. Between collaborations and inside jokes, in 2021 they began to conceive the idea of a store where they would have the freedom to react to the things they like, as well as to expose and bring the clothing brands they consume -and, incidentally, to make culture within the city-. The place they chose for their space was the colonia Juárez.
A unique clothing store in Colonia Juárez
The atmosphere at Wig is like a Placebo video. It is a large, industrial space designed by Ayesha S. Ghosh, with racks on the sides of the store and a cool color palette that contrasts metal walls with acid greens and neon. Two walls of giant mirrors finish off the back of the store. The result is an uncluttered, spacious and well-lit space.
The brands are curated under an artistic approach to fashion and art that encompasses four criteria: streetwear, sexy, versatile or grunge. Wig brings together national brands such as Lazaro, Malena Foyo Corp, Self Indulgence, Cowboys and Angels y Abl Estudioand international Prototypes, 304 Service, Macalo, P.L.N. y FeyFeyamong others.
Wig is a space dedicated to those who express their personality through clothing without being pigeonholed by gender. Here, the relationships they establish with the community are mutually nurturing, and they seek to project a lifestyle for people who want to wear a sexy skirt or crop top regardless of the fact that they face a very masculine culture.
We asked Malena and Hernán about their perspective on the future of fashion in Mexico. We agree that, in a few years, the fashion cultural movement will be more solidified. The new generations will make a difference when they stop pigeonholing their projects and directing them to a conservative public, and then expand their vision from the authenticity of capturing experiences, ideas and inspirations in designs very much in the punk style of "do it yourself". The goal is to get rid of the need to copy or aspire to be in media and catwalks inaccessible to non-institutionalized brands.
In addition to clothing store, Wig also organizes fashion shows and drops of the brands with which it collaborates. You can attend different artistic and design projects, which sometimes participate in programs such as Art Week through performances, happenings and installations.
@ ____wig____
Barcelona 8, Juarez
Monday to Sunday : 11 am - 7 pm
