Jennifer Tripucka 
A favorite among the girlies in the West Hoboken neighborhood, Somewear in Between was an appointment-only boutique in the Monroe Center on the 5th floor. Local resident Morgan Cooke created Somewear in Between back in 2023, and just announced on Friday, May 15th that she is closing her shop at the end of June.
The Announcement
For nearly three years, the boutique built a loyal following through appointment-only shopping, curated styling, and local delivery throughout Hoboken. Morgan shared on social media on Friday, May 15th that she would be closing at the end of June. “One of the hardest videos I’ve ever had to make, thank you all for the best 2.5 years! I love you all so so much!”
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She noted that the closing sale would be 30% off new arrivals, 60% off everything else, and 40% off outerwear through June 30th. Those hoping to shop the closing sale can still set up appointments with Morgan via social media or the brand’s website through the end of June.
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.
Somewear in Between soft opened its Monroe Center showroom at Suite E521 in October 2023 as an appointment-only retailer operating exclusively through Instagram DMs. Morgan described the brand and the shop as “Like to Know It meets Pinterest meets clothing store.” The showroom became known for its cozy, curated atmosphere, often feeling more like stepping into a stylish friend’s closet than a traditional retail space.
In May of 2023, 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.
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Before announcing its closure, Somewear in Between operated as an appointment-only showroom with free Hoboken delivery and nationwide shipping through its website. You can keep up with Somewear in Between on its Instagram ahead of the closure, to wish Morgan well, and browse any sales on its website.
