Every lasting friendship has two types of people: one that is always in dire need of an outfit, indiscriminate of the occasion; and one with the perfect wardrobe to supply an outfit, also indiscriminate of the occasion. Local resident Morgan Cooke uses this dynamic as the business model behind her new appointment-only boutique in Hoboken. Called Somewear in Between, the shop opened in a fifth-floor showroom of the Monroe Center earlier this year, with a carefully curated selection of women’s clothing — and the experience is as fun and as comfortable as borrowing from a friend. Read on to learn more about Somewear in Between, a new kind of shopping experience in Hoboken.
The Backstory
For most of us, “quitting our jobs and starting a new life” is a distant daydream, something said in a moment of frustration or an Olivia Rodrigo lyric sung with a little too much passion. In February 2023, this was Hoboken resident Morgan Cooke’s reality. She had left her steady job in commercial real estate in pursuit of something that made her happy, that fulfilled her, though that thing remained unknown.
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During this time of uncertainty, Morgan turned to the all-too-familiar comfort of retail therapy, as most of us do. Browsing clothing racks and endless online scrolls wasn’t just to pass the time, though. For Morgan, retail therapy is about “feeling your best and doing your best,” which, according to her, “go hand in hand.” It was out of this realization, coupled with her entrepreneurial goals, that Somewear in Between was born. Morgan wanted to bring Hoboken residents + her community the same comfort and confidence that shopping had given her.
According to the brand’s website, the reference to being ‘in-between’ applies to the customer. The clothes Morgan selects for the brand are “for the modern day woman whose wardrobe is not defined by a designer label, but quality garments that can withstand the test of time.” Many of the pieces can be dressed up or down for different settings, and several pieces are nearly seasonless.
In May of this year, Somewear in Between launched its website, declaring itself as a “shop the look website” with a new take on outfit inspo. The site features a selection of styles from off-the-beaten brands (some emerging, some established, some Australian) at a range of price points. For a few months, the brand operated as online-only, with Morgan hand-delivering every purchase.
Monroe Center Showroom
Somewear in Between soft opened its Monroe Center showroom at Suite E521 in October as an appointment-only retailer operating exclusively through Instagram DMs. The space is cozy, with a cream couch at the center of the room, clothing racks adorning the walls, and a minifridge stocked with wines and spirits for customers to sip on. Morgan describes the brand and the shop as “Like to Know It meets Pinterest meets clothing store.” Our visit definitely felt like a visit to a friend’s enviable closet: welcoming and stylish at the same time.
Here’s how it currently works: customers send Morgan an Instagram DM to book an appointment. If there are other bookings that day, the shopping session is about 40 minutes – if not, the amount of time spent is pretty much up to the customer. On the day of the appointment, customers can come in and try on as many items as they want, though Morgan makes it clear that there is no pressure to buy anything. The shop only sells clothing items, but there are boots and other accessories at the ready to understand a look’s full vision.
We learned during our visit that shopping here is similar to the Choose Your Own Adventure books of our childhood: everyone’s experience can be a little different. Morgan’s ultimate goal is to give locals “a new experience,” with a little bit of wine, and to “come out of it with something they like,” even if that something is just a compliment. Shoppers can be in and out in just a few minutes to pick up an item or spend more time browsing. Morgan helps style some shoppers, hand-selecting the just-right piece, while others pick on their own. This is part of what makes Somewear In Between special, as each visit is dictated by the customer.
As for the clothes, the collection is elevated casual: “chic, good staple pieces that won’t break the bank account,” she said. There are sweaters, dresses, pants, tops, and sets, all of which Morgan buys wholesale at various NYC markets. She shared that she values “quality pieces you can re-wear and keep in the closet,” so every piece is hand-selected and tried on before it’s added to the Somewear in Between lineup.
Looking Towards the Future
Though Morgan hopes for a more traditional Somewear in Between storefront in the future, her immediate plans include implementing a formal appointment booking process, either through Instagram or Google, and attending markets throughout New Jersey. Locals can catch Somewhere in Between at the Main Street Pops vendor market under the 14th Street Viaduct in Hoboken on November 19th. Later in the year, she’ll be at the Jersey Shore with a stand at the Bell Works Farmers + Makers Market (hi, The Asbury Girl).
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Somewear in Between is actively taking appointments and has free delivery in Hoboken (for any non-New Jerseyans reading this, the online shop has nationwide shipping too). You can keep up with Somewear in Between on its Instagram and browse its clothing collections on its website.
Word to the wise: any indecisive shoppers who are unsure about an item can always reach out to Morgan via Instagram DM post-appointment and she’ll deliver it to your doorstep. There’s a black dress we’ve been thinking about since we went and we might just pull the trigger.
