South students model for new store

By Ashan Singh
Published: September 2010

This past March, Buckingham Browne & Nichols eighth grader Zach Rosenberg and his father opened up Zape: a clothing boutique geared towards the urban-chic style of Newton teenagers.
The creation of the store came as a result of a bar-mitzvah gift from Rosenberg’s father. “The idea came up about five years ago, Rosenberg said. “I love making up cool designs so my dad and I put our heads together and thought maybe we could open up a store together.
Together, both Rosenberg and his father worked to bring in new brands, designers, and apparel to increase the store’s popularity. In doing so, they recruited fashion designer and model, Antoinette King who is currently Zape’s manager. King sits with Rosenberg and coordinates the brands that will be sold at Zape.
“We’re working on getting our deal with Converse, said Rosenberg, “and then hopefully skateboards and longboards.
Since Zape’s opening in March, press coverage on the store has been in abundance.
“We’ve gotten calls from national TV shows like Oprah, Nate Percus, and the Today Show, said King. “We now want to have an event here every Saturday–basically, I want to market this store as a shopping and hangout spot for the whole tween industry.
Due to the store’s overwhelming publicity, King finds that it is wise to have the kids of Newton involved in the whole enterprise. She employs kids from around the area to spread the word about Zape and help raise publicity.
“The fact that [Zape] is in Newton, it’s just wise to use the people that are in the area, King said. “We’re right here in Newton and we’re able to show people in Massachusetts what Newton has to offer, that there are cool kids and hip gear here too.
This past Sunday, Zape had its first major photo shoot in downtown Boston. Freshmen twins, Lauren and Matthew Levy, Danna Zinger, Sophomore Omer Fine, as well as Juniors Roy Milstein and Elizabeth Goodstein all served as models in Zape’s first venture into professional advertising. Using South break dancers and Boston scenery as a backdrop, the models “took a pictures through different poses, outfits, in alleyways, bridges and streets of Boston, Goodstein said.
Following the photo shoot, the staff of Zape really hopes to keep pushing fashionable new merchandise to the youth of Newton.
“Zape in itself is about change, King said. “Fashion is about change, too, it is forever changing; fashion is what you make of it.
Rosenberg hopes that Zape is just the start of his dreams.
“Working with everyone here is amazing; it’s going to be a good lesson for my future, Rosenberg said. “I want to expand the store-hopefully set up new locations. And I want to have my own clothing line.
Both Rosenberg and King have high expectations for the future of Zape, and both hope that it can be integrated within the South student’s sense of fashion.
“[Zape] certainly has it’s own unique style and there are many people at South who would love to shop there, Goodstein said, following her photo shoot.

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