Eclectic womenswear store South Moon Under is finally making its way to downtown DC. The Annapolis-based retailer first opened in Ocean City in 1968, and has grown to 28 brick-and-mortar locations over its 50-year tenure. Its 29th will be a 1,800 square foot flagship in Georgetown at 1065 Wisconsin Avenue, in a historic building with exposed ceilings and hardwood floors. The opening date is currently set for March 1st, 2018.
South Moon Under has made a name for itself with beachy, boho-inspired clothing from in-house and niche labels such as Elizabeth & James, Free People, Blank NYC, and Tracy Reese. Its curation of high and low price points has garnered it a cult following over the years. Along with its traditional hippie-chic womenswear offerings, the Georgetown location will also carry an extensive collection of swimwear, including brands like For Love & Lemons and Mikoh that will only be available at that store.
The move to the heart of Georgetown is the start of a large push for expansion from new owners Michael and Patricia Smith, who took over the label in 2016. The pair formerly headed White House Black Market, another locally-grown retail store, which they sold in 2003. Since their acquisition of South Moon Under, the husband-and-wife team have announced plans to open multiple new locations across the country. Most recently, the expansion included the opening of three new locations in Atlanta.
Washington already has South Moon Under locations in Arlington and Bethesda, but this is the company’s first venture downtown. The move comes at a time when traditional chain retailers are struggling; time will tell if South Moon Under can survive Georgetown’s uber-competitive retail landscape.
South Moon Under; 1065 Wisconsin Avenue NW.
*Correction: A previous version of this article mentioned three other locations for South Moon Under: Arlington, Bethesda, and Clarendon. The Clarendon and Arlington locations are one and the same. Also, a previous version of this article stated that South Moon Under “plans to open over 200 new locations across the country.” The number of locations is as of yet undetermined.