New York Inspired 4U Urban Fashion Finds a New Home In OTR

When 4U, a new urban fashion boutique in Over-the-Rhine opens in the former Outside space this weekend, its owners, Giovanny Mira and Andy Worley, will mark what they hope to be the beginning of a beautiful relationship with a new neighborhood that feels pretty familiar.

Worley, who grew up in Montgomery, went to college in Boston majoring in musical theatre and moved to New York to begin his career. Mira, a native Columbian, had moved to New York in 2000 to take a position with American Insurance after seeking and obtaining political asylum from his native country.

After switching to an opportunity with Citibank, Mira had a chance meeting with a fellow native Columbian that set a path for his next career.  Mira’s colleague introduced him to the wholesale clothing business making Mira a 25% owner of the company. When his business partner relocated to China, Mira bought the business outright and was now 100% vested as a clothing wholesaler.

Meanwhile Worley, who had moved to NYC two months before September 11, had enough of waiting for the right opportunity and returned to Cincinnati. He took a position with Frontgate, and started learning a bit about corporate merchandising.  But he had always been interested in fashion.

“If you live in New York there’s a passion for fashion,” he says.

With Worley in Cincinnati and Mira still in New York, the couple began the search for a place to headquarter their new business venture.  While Mira’s first move to Cincinnati didn’t take, the pair took a second look at the burgeoning Gateway Quarter in Over-the-Rhine when the time came to give their business a home.

Mira’s first impression of the neighborhood included a video overview featuring OTR Chamber Executive Director, Brian Tiffany. He was immediately drawn to the vibrancy and architecture in the video, which surprisingly, reminded him of his favorite parts of New York. 

Tiffany says that Mira and Worley’s start up business are exactly the kind the Chamber wanted to attract when it started its Business First grant program.

“That has been our strength. From the beginning we decided we needed to attract authentic businesses – no big box retailers, and they needed to be unique. And it’s really a great story when two people come together and pick Cincinnati and Over-the-Rhine,” he says.

Eight years removed from growing up in Cincinnati’s suburbs, Worley embraced the chance to start his business in an urban setting whose energy reminded him of his days in New York.

“There’s so much history and uniqueness to this area and it’s great that it’s coming back to life,” he says.

The business that they’ve set up in the space on 12th Street will offer ‘cool’ clothing for men and women, including exclusive distribution of Seventy Three brand clothing.  Their goal is to make available “clothes you want to be seen in,” but still affordable.

“In Cincinnati it’s hard to buy something that’s really unique and has a good design to it without paying a ton of money. Some of the higher end boutiques in Hyde Park have great stuff but not everyone has $200 for jeans,” Worley says. “We’ll do higher end brands, but we’re really using a lot of newer designers and non- national brands from LA and NYC that offer something unique. I think a lot of people don’t like to dress in big brand names and advertise for them. They want something cool.”

Mira says that they probably won’t distribute Seventy Three to other stores in Cincinnati.  Using his distribution connections in LA and NYC for ideas, he says 4 You’s clients will also help determine what’s ultimately in the windows as well.

“I think the business will have to show me what works here,” Mira says.

“We’re keeping with small quantities of different styles so there’s something for everyone and when you buy something it’s going to be pretty unique to you. That’s where the “4U” comes in – if you buy it, it’s “for you,” Worley adds.

Since moving into the space, the pair has already collaborated with their nearby neighbors.

Worley, who was was responsible for the space’s design, enlisted Art Academy student Christina Ehrman to design the logo for the store. In addition, noted graffiti artist Danny Babcock designed one of the walls with another Art Academy progeny, Dan Becher.  “I’ve always loved graffiti. It’s a cool art language,” Worley says. And the collaborations won’t stop there. Worley wants to set up a competition with DAAP students, ultimately producing a limited edition Seventy Three item for distribution in Cincinnati.

4Uhad a soft opening this past weekend, and will celebrate a grand opening June 19th. Mira is optimistic and thinks the sea change in the neighborhood mirrors similar resurgences in his former home in New York City, including Soho, the Bowery and more recently, Harlem. 

“This is the part that feels like New York. I feel like I’m in New York, LA, Miami. I think it’s a great opportunity to open this place right now.  In two years you’re going to find this area unaffordable or so expensive. It’s a good opportunity now. And I like being part of the changes.” 

Their optimism is supported by the neighborhood’s widespread development. The pair point to the casino at Broadway Commons, the streetcar, Washington Park, and the new SCPA, as positive signs that things are changing.

“It’s always been a dream of ours to have a business together and after nine years things finally fell in place. We always wanted a bar or store and we both like clothes, so the timing was right.”

4U will celebrate its grand opening this Saturday June 19th from 11:00-7:00pm. Learn more here.

Photography by Scott Beseler