STYLE De Marco Success

The first time 1 met Harry De Marco, I was driving home at 10:30 or 11 p.m., slouching past the M Streets on Greenville Avenue. I’d noticed the beige brick storefront that had once showcased Yolanda’s Beauty Shop metamorphosing into a potential pocket of retail hipness, and on this particular night in November 1981, the lights were still on. Curious, driven, and some 10 years younger, I parked and peaked in. The front door was open, and inside was the ponytailed presence of Mr. De Marco: sportswear prophet, neophyte retailer, man with a mission. De Marco, his wife and partner Vicki and a couple of weary acolytes were putting the finishing touches on the minimalist box that was and is h.d.’s Clothing Company. They’d decided to open the store 62 days before, while standing in the swimming pool at The Mansion, toasting their first wedding anniversary. That: night, De Marco laid the word on me and it was cotton-a timely mantra that coincidentally became a national ad campaign: the touch, the feel, you got it. The store opened with stacks of Brittania jeans and simple cotton Ts. But h.d.’s looked and felt different. Fitting rooms were techy coed booths. The concrete floor and industrial strength Metro metal shelving felt edgy, un-Dallas and right. At h.d.’s we were coaxed into cool stuff the De Marcos had found in New York, urged to try on denims from Italy and France at price points we quickly rationalized as must-haves. Over the years the De Marcos have honed and phoned their customers with news of special pieces meant for specific tastes, never losing their edge. Now Harry’s daughter Michelle (25), a North Texas retail grad, and son Chad (21) have become members of the company, which includes H.D.’s Women’s a few doors down. It’s family. It’s neighborhood. It’s successful. And with so few hometown successes to grin about, it’s nice to think of it as the future. 3018 Greenville Ave.