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Charlotte gets its first coffee and magick shop

FOR IMMEDIATE RELEASE: August 6th, 2017: Subsecreto, the strange and unusual brain child of local creatives Caleb Clark and Corri Smith, opens near First Ward Park in Charlotte, NC on August 11th at 9 am. The retail store will serve craft coffee and curiosity. The first 13 people to visit the shop on its opening day will receive a Subsecreto Society membership pin.

Subsecreto (meaning “in secret” in Latin) was inspired by secrets, magick and caffeine, and created as a special place for the offbeat, eccentric, thinkers and doers. Guests will enjoy craft coffees designed by local coffee maven Lindsey Pitman, the know-it-all behind Trade & Lore and Hyde Brewing. They will shop for baubles, oddities, accessories and books handpicked by the shop owners. They can expect to see new, old and interesting pieces that will disappear over time, never to be seen again.

“I find keeping secrets easier than most by following one simple rule: keep your mouth shut,” said Caleb Clark, owner of Enemy To Fashion. “In today’s self-indulgent social media culture it’s tempting to tell everyone what you’re doing — but I feel that also prevents people from actually making shit happen. From this sort of retreat, from our own little world, we introduce Subsecreto.”
This past week the store was blessed by 2017 Guggenheim Fellow John W. Love, Jr., where 150 select guests were initiated as members of the Subsecreto Society at a clandestine ceremony. Though the idea of joining a secret outfit may seem exclusive, anyone who finds their way into the new shop is welcome. Subsecreto customers who want to join the Society can purchase a pin for $13; membership benefits include a 10% discount on coffee purchases when wearing the pin.

The front half of the standalone building located at 325 E. 9th Street, owned by Daniel Levine, has long stood empty while the area has transitioned and been developed. “My vision for First Ward has always been a neighborhood with character driven by the people who live, work and play there,” said Levine, president of Levine Properties. “This well-located coffee shop across from UNC Charlotte’s Center City Campus will be a welcome addition to that block and First Ward’s emerging personality.”

“Subsecreto is a creative space designed for the exploration of the unknown,” said Smith, owner of Black Wednesday. “In addition to the inspired storefront, Caleb and I have come together to make a unique headquarters for our teams.” Behind the shop through a hidden portal, special guests can enter “The Space,” a futuristic studio where the Enemy and Black Wednesday enchantment happens. The two teams share the coworking-style, open floor plan to carry out design and creative work for brands like Ralph Lauren, Chopt, Johnny Fly Co., Hilliard Studio Method and more.

After its opening on the 11th, Subsecreto’s regular hours will be Wednesday/Thursday 7 am – 3 pm, Friday/Saturday 7 am – 7 pm. For more information on the shop, visit subsecreto.com or @subsecreto on instagram.

About Caleb Clark Originally born half-baked in the heat of Southern California, Caleb Clark founded Enemy to Fashion in 2011 to provide well-fitting apparel for the misfits of society. Currently incubating in Charlotte, North Carolina, Clark is invested in self-making the right kind of trouble in the fashion world. His meta-mantra of #PositiveVibesOnly keeps all of us forward thinking, and his design vision continues to exceed expectations by today and tomorrow’s standards. See more from Caleb’s universe at weaponcollective.com / enemytofashion.com.

About Corri Smith
Corri owns Black Wednesday, a Charlotte-based marketing, social media and PR company that helps brands build authentic communities through grassroots and organic efforts. Black Wednesday works with NYC-based salad company Chopt, SHARE Charlotte and Digi-Bridge (nonprofits), and brands like Johnny Fly Co., Flight, Fran’s Filling Station, Angry Ale’s, Zeppelin (opening soon) and more. Corri is also the co-founder of #instabeerupclt, a recurring networking event that celebrates social media and craft beer and boasts hundreds of guests on a monthly basis.

And above all, watch with glittering eyes the whole world around you, because the greatest secrets are always hidden in the most unlikely places. Those who don’t believe in magic will never find it. – Roald Dahl

MEDIA CONTACT:
Corri Smith | Black Wednesday | 704-344-5818 | corri@blackwednesday.social

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