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Business & Tech

Back-to-School Style on Telegraph Avenue

Telegraph Avenue shopkeepers dish on the hottest back-to-school clothes.

On Telegraph Avenue, shopkeepers say students have come in searching for Lil Wayne shirts, adjustable "snap back" ball caps, oversize sweaters and all things 90's for their back-to-school outfits.

The three top brand names? TOMS, Vans and Levi's, employees agreed.

But locally-geared clothing has done well, too. "We have our own shop logo tees with 'five-one-o' on them," said  manager Alex Castro. He said the store's salute to the local area code has been quite popular among its customers, who are from middle school to college-age.

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Castro said young men come into the store looking for Obey-brand snap-back caps. Other merchants said they'd also experienced an unprecedented number of customers specifically interested in hats with retro plastic adjustable bands in the back, but they couldn't say why. "I don't know," said employee Victor Rozco, with a laugh. "I'm trying to figure that out — my head isn't cut out for them."

At Upper Playground, a $22 Lil Wayne shirt has been the big back-to-school seller, Rozco said, helping to boost the shop's business after a slow summer.

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Most merchants agreed that this isn't their best back-to-school season, but they've avoided the need to offer discounts by selling the items at the top of students' shopping lists.

When asked what type of shoe ladies are looking for, the sales associate at answered confidently. "It's tenfold — it's TOMS, TOMS, TOMS," said Cameron Clines. The store offers an array of the soft shoes in bold and neutral colors.

For men's shoes, the top brand is probably Vans, Clines said. The "Vault" style sneakers, which look a little bit '80s, are the store's proudest offering for $60 to $70. "They're exclusive," he said. "Only 25 stores have them."

At the busy used clothing store , it's all about the Levi's — particularly the 510, 511 and 517 styles, according to employee Paloma Villalobos. "Because the seasons here are so random, it's great to have that dark wash jean, paired with an oversize tee," she said, adding that American Apparel sweaters, at $50, finish off the look many students are going for.

While shoppers at the Buffalo Exchange are picking out practical used clothes to suit the weather, at the vintage clothing store , students are in a rush to pick up statement pieces that may have been made the decade they were born. "Rompers, oversize cardigans, flannel, ankle boots," said manager Leslie Kieffer. "It's a pretty serious resurgance of all things '90s."

When female shoppers aren't buying rompers and baby doll dresses, Kieffer said they often purchase menswear. "A guy will buy a goofy '80s t-shirt and flannel cut-off jean shorts," she said. "And you'll see a girl come in and buy the same outfit."

She said the perfect vintage back-to-school outfit from Mars might cost $50, plus $40 to add shoes and a purse. 

Whether students are looking for used, vintage or new clothing, Telegraph Avenue shops — many with racks full of clothing and just small gaggles of teens and twenty-somethings passing through on Tuesday afternoon — still have plenty to offer last minute back-to-school shoppers.

On Sunday, Telegraph Avenue will be hosting the "LastSundaysFest," featuring street vendors, crafts and music.

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