All Dressed Up

Then & Now

Back in the dark ages when your mother (or maybe even your sister who’s 15 years older than you) was a teen, the frum clothing industry was vastly different. Before camp, teens shopped in malls, combing racks to find that elusive long-sleeve tee. Bonus points if the neckline worked! Long skirts found in the department stores were real treasures! There were modest options in the Jewish stores, but the selection was nothing like there is today.

Fast-forward a decade or two. Finding a long-sleeve T-shirt is no longer a treasure hunt. Our local stores are bursting with options.

Alisa Mendlowitz, co-owner of Brenda’s, has been working in the clothing industry for 42 years. Alisa’s mother, Brenda, began selling “dry goods” (socks, towels, and other basics) but shifted toward women’s clothing because that’s where she felt the need was. (She had four girls, so it worked out well.) She opened one of the first women’s designer clothing stores in the frum world. Today, her daughters have taken over.

“I attended BYA High School because it was across the street from the store,” says Alisa. (Yes, she chose a high school based on its proximity to Brenda’s!) “I began working in the store when I was 12. I worked there after school every day, on Sundays and Fridays, often helping my teachers shop!”