The spry, 40-something father of four girls divulged, "I wear the women's in size extra large," as we gazed admiringly at the assortment of basic black, blue, brown and tan Adidas track suits in the upper loft of his Buckhead boutique.
DEKA Athletics owner, Jim Whitlow _ once a Jeffrey Kalinsky protege _ makes his inventory list and checks it twice.
Whitlow _ a former cornerstone of Jeffrey Kalinsky's retail franchises _ has no qualms when it comes to taking full advantage of quality, cutting-edge sports wear. His shop _ which soon turns 2 _ specializes in sleek, chic and unique labels fit for the devout runner or yoga practiciouner, and well-suited for the woman who actively segues between work and play.
And he dresses the part: typically arriving for work in something like a uni-sexy hooded cotton Tee by Ever, paint-slotched cargo pants and sleek, slate grey Adidas trainers.
A DEKA customer "from East Cobb" tempted by strands of "Zen" gemstones; Michelle the cashier (background) gives her her space.
Whitlow envisions DEKA as a store where performance meets fashion (with prices in the range of $36 to $350).
"We wait on the athlete obviously," he says, "then again we wait on the girl who leads sort of a ‘cool’, ‘California’ lifestyle. My girl’s not really matchy-match. She might wear our Nike Tempo (running) shorts with one of our rock ‘n roll Project T tops."
This explains the mad mix of labels carried in the two-story, semi-circular store with oversized windows overlooking Pharr Road. Hard Tail and High Gear meld with Young Fabulous & Broke and We The Free. Parajumpers clubwear blends with Planet Body.
"I learned from Jeffrey (Kalinsky)," Whitlow says. "What did Jeffrey do? He took chances on lines you couldn’t otherwise get in Atlanta. I really try to concentrate on lines that are either exclusive (Y-3, Puma-Dassler) or unique. We probably have 10 lines here that no one else in Atlanta carries."
A shoe wall at DEKA Athletics: with Asics models displayed _ in keeping with the "salvaged" decor _ on brings strung together with construction rebar.
Whitlow's not satisfied with his success so far with DEKA, which takes its name from the Greek word for "Ten". He's got plans in place for a men's store with a similar concept, and a Greek God-like name that's sure to entice.
"It'll be easy for me to merchandise that store, because I am that customer!"
Which, of course, will mean more extra large styles in stock at DEKA for you ladies.
For more information: DEKA Athletics, 375 Pharr Road • Suite 501 • Atlanta, GA 30305 • 404.869.9600 • fax 404.869.9680 • dekaathletics@gmail.com
photos: a. scott walton
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