Altitude takes it to a higher level

Wednesday, June 20, 2007

By Melanie Stein

Jackson Hole, Wyo.-Jackson has long been accused of having too many faux Western boutiques and T-shirt shops and not enough in the way of daily, practical clothing. Six years ago Jean and Andy Schwartz tried to help to fill that void, offering trendy, fashionable designer women’s wear at Altitude.

Originally on West Deloney Avenue, Altitude has moved, morphed and grown, now offering women’s clothing, furniture and home accessories on the Town Square at 48 E. Broadway.

For 20 years, the Schwartzes owned and operated Broadway Toys and Togs, but they decided to switch gears in 2007, closing the famous store and relocating Altitude there.
“First of all, the toy store was great,” Jean Schwartz said. “We loved the toy store. But because of rising costs [Broadway Toys and Togs] was no longer viable in this location. … We had tried for several years to find a new location and sell it, and it just didn’t work. Unfortunately, we had to just close it down.”

Though it was a sad day for toy-lovers, it was a joyous one for the Schwartzes – and other fashionistas in town – when they decided to pack up Altitude and move a few blocks over. After two months of remodeling and painting, Altitude reopened last week with an entirely new look and feel. The Town Square location has vaulted ceilings, tall storefront windows, slate floors, white walls and great lighting.

Altitude also has expanded its offerings to include furniture, home accents and gifts. Schwartz noted that about 90 percent of the furniture in the store is for sale – couches, chairs, wood and metal tables, shelving units and coffee tables, even some of the display pieces.

She described the style as modern. “I hate to say contemporary, because it means so many things,” she said. “There’s contemporary Western, and I think a lot of the pieces we have incorporate into a Western influenced [home], too.”

Schwartz also has beefed up the gift options and added home accessories. Body lotions and soaps by Dani and Michel are scattered throughout, as are candles by Pacifica, Volupsa and Vance Kitira. There are also picture frames, journals, coffee table books, chandeliers and art. Most of the art for sale is print on canvas, with nothing over $500.
And, staying true to its roots, Altitude still offers clothing, shoes and handbags.
“I haven’t changed any of the clothing lines,” said Schwartz, who does the store’s buying. “We are trying to go more organic. The market just now, as far as fashion is concerned, is just starting.”

Stewart + Brown, for example, carries fashionable organic cotton, linen and hemp clothing. Altitude also carries Free People, Juicy Couture, Paige, Hudson and Ogle among many other clothing lines.

Perhaps the most unexpected addition to Altitude, however, is Altitude Café – a coffee shop located in the loft in the far back of the store. The café offers a great view out onto the Square and superb people watching of shoppers below.

“We have an espresso bar and we’re working on blended [coffee] drinks,” Schwartz said. Catered food from Kashman’s and The Jackson Whole Grocer is on the way, with each providing several sandwiches and salad selections in the $8-$10 range. Kashman’s also will supply muffins and cookies.

Both Altitude and the café are striving to be more environmentally friendly. In addition to organic clothes, the Schwartzes are using recyclable cups in the café and bags that are either recyclable or made from recycled material. They have also incorporated “green reading” into their new merchandise.

Stop by Altitude at 48 E. Broadway or call 733-4719.

Photo by Derek Diluzio
Altitude Cafe, on the balcony, offers coffee and lunch.

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Altitude takes it to a higher level | Planet JH News Article: Business

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