No Need for the Mall Thanks to Sixth Boro Store

As a city kid, Patrick Russo has never been afraid of changing neighborhoods.

Always finding a certain beauty in the scarred landscapes that may look intimidating to others, Russo thought his comfort with city streets would lead him to a career walking a beat.

However, two successful clothing stores later, Russo, the owner of Newark’s “The Sixth Boro - Clothing and Footwear” store has gladly traded his law enforcement aspirations for that of a clothier. He said  he couldn’t be happier.

“I never dreamed I’d be doing this for a living, my intention was to become a cop,” said the 37-year-old Russo, who also owns a clothing store in his native Jersey City. “But, I love it! This is where I’m comfortable.”

Located at 494 Clinton Avenue, the Sixth Boro is filled with a sampling of some of the hottest fashions and footwear. Izod Lacoste pullovers, Nike, Adidas and Timberland footwear,  Levi’s jeans – North Face winter coats, True Religion fashion clothing and more of today’s popular name brands fill the walls and displays of the store, which stands out among renovated buildings and neighborhood eateries.

”It’s like something you would see out of Short Hills Mall – very nice,” described Russo.

Russo and partner Nick Scerbo decided to open the second store in the middle of  Newark's South Ward and not along the downtown corridor. He said the point was to help reshape a neighborhood and bring the surrounding residents along for the ride.

"I have comfort zone in urban areas,” said Russo. “We try to bring everyone that they would want right at home, without them having to travel outside of their community.”

In fact, Russo said his goal was to bring a top notch clothing store back to the people who often set the trends.

He said shoppers who are searching for "urban gear" styles usually have to travel to the nearest mall to buy good fashion. But by building his store in a neighborhood business district, Russo said he gains a readymade clientele base, while including the neighborhood.

Sixth Boro’s crew of employees all live in and around Newark. Russo promotes local clothing lines like his Sixth Boro Brand of t-shirts and hats, but also pursues local talent. His website is currently promoting local artist DJ Lil Man and 40 Cal and their local underground single: “I Like the Way She Move.”

“We sell our products, which are made in Newark, and tell anyone if they have a line they want to promote or sell, we’ll take a look at it,” Russo said. “It helps to build the community.”

Russo said he opened his most recent clothing store in Jersey City about seven years ago. He said when he looked to expand his operations into another city neighborhood he immediately looked a few miles west to Newark.

He said the exuberance of Mayor Cory A. Booker caught his interest and he already knew The Brick City’s reputation for being “fashion forward.” After searching for a building, he purchased the structure at 494 Clinton Avenue, which had been a Woolworth department store in decades past.

Russo said he purchased the property with the help of Newark’s Brick City Development Corporation and expects to be on Clinton Avenue for at least the next 30 years.

The building, which had been owned for many years by the same owner, was badly in need of renovation and repair when they began working on it about two years ago. Russo said he could not have made his dream in Newark move forward without the help of the Brick City Development Corporation and the mayor.

He said development corp was involved in the renovation of  the building and helped through the whole process. Russo said because of the age of the building, the renovation went all the way down to the infrastructure of the former dime store, but the reconstruction had the support of the city.

 “I can’t say enough good things about Cory Booker - he’s so hands; he was at all the meetings,” he recalled. Dealing with Newark instead of Jersey City has been such a pleasure. I’m constantly being invited to new business events; I can’t say enough. They’re doing a great job."

More than a year later, the outcome is a beautiful space, replete with its unique sneaker wall that mirrors the Holland Tunnel and drives home Russo’s theme – that Newark is really, “the sixth borough” to neighboring Manhattan’s five.

On a visit to the store, the store is filled with people and the air is filled with  hip-hop tunes. Russo walks in and is immediately greeted by the high-fives of his patrons and the playful barbs of his employees and all he can do is smile.

“Times are a little tough right now, but I love my customers and the kids I deal with,” he beamed, pointing out the construction of a large police precinct about two blocks away and other area construction projects. “There have been no real problem here, you can walk down the street and around the neighborhood and it’s only getting better.

“Newark has been unbelievably accepting and helpful to us.”