DEKA Athletics Flexes its Muscle

DEKA Athletics owner, Jim Whitlow, just shared a secret with me that seemed sensible, if somewhat startling.
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

National Black Arts Fest Brings 'Sexy' Back!

Atlanta got a taste of the “stimulus package” it’s starving for Thursday night at the Fine Art + Fashion gala Saks Fifth Avenue-Phipps Plaza staged in support of the National Black Arts Festival.

All Photos: JimiFlix Photography

This year, the NABF’s 20th, is being billed as a “year-round cultural celebration”. That’s good if you’re up to partying any time and any where (and dressing the part)as guests at this gathering evidently were. But since it’s hard to find a set-in-stone calendar of events for the NABF this year (I’ve tried, doggedly), devotees may need to hone their quick-change skills.


The goodie bags Saks gave out for the ($200 to $400 per seat) runway show included delightful faux-crocodile laptop satchels. Unfortunately, there was no “run-of-show” list include: it would have been nice to know exactly what our favorite models like Annie and Veronica were wearing. Out of about 75 full outfits shown, only about 8 of which looked “odd”.



And half of those could be blamed on the male models.


Here are the early-spring trends I noted (while trying to ignore seat-mates’ whispers) in the well-done Saks presentation: silk, shimmer, sequins, satin, skins, shoulders, midi-skirts, tulips and pearls.
But, like any good “guaranteed drama” fashion event, this affair truly sizzled because of what the attendees were wearing.
The fundraiser/fashion fiend, Angela Karatassos, in her aqua-shaded Lela Rose lotus gown, was one among several well-heeled ladies there who’d ‘just bought whatever’ that day, ‘like wherever’, on a whim for the NBAF occasion.
(Private as it’s kept: they say the ‘kickoff party’ the night before was even crazier. Who knew?)



Event co-chair _ the very statuesque Tamara Kimble _ drew very high marks from her hubby (forgot his name) as she took the stage to honor Tony Award-winner Sheryl Lee Ralph with the ’09 Model Citizen Award. Tamara had on a Zac Posen glittery halter, a slit skirt by Derek Lam and YSL stilettos.



The list goes on and on…which is what I love about this town!





SEEN! Tanya Rodriguez (Mrs. Frank Ski) in a mint greet shearling coat with a (faux?) fox collar she’d just shrugged on because “it felt cold when I stepped outside”…Karen Harper Morgan out celebrating her family’s opening of the KOZMO gastropub in Johns Creek, and sipping wine the shade of her Gucci halter… luxury hotel decorator Aida Flamm in an oyster shell silk top by Rhanna Gill over Chloe tweed slacks (and hubby, Alan in a nubby tan tweed suit by Canali)…reality show designer Mykal Knight (in a random-prep ensemble) accompanied by a muse clad in one of his ‘couture’ party dresses…

a demure blonde named ‘Cathy’ in an ankle length tapestry coat by Tuleh ( a favorite of Mrs. Obama’s, reportedly)…the vintage devotee Cynthia Craig in a smock-dress and a coat that were both quilted….and the globe-trotting novelist/jeweler Tracie Howard, in a vintage veiled beret to cap off a strapless Jessica McClintock mourning gown.


PART(Y)ING THOUGHTS: Funny thing about this party was that people kept mentioning in passing that they really should leave. But no one did. Fine Art + Fashion had some serious ‘static cling’ going on.
GLAD TO SEE THERE: The towering intellect Joe Barry Carroll, the visionary Anthony Liggins, the bespoke suit makers from StricklandDesign, Modern Luxury's ad whiz Paige Smith, branding agent Jesse Mills, commercial space artist Ralph Phillips and communications strategist DeNatalie Phillips.