Johnny Cupcakes!
Newbury St
Boston, MA

While most boutiques are fleeing to greener pastures in the South End, Johnny Cupcakes becomes one of the newest boutiques to hit Newbury Street. Selling tee-shirts, underwear and shorts, the small boutique is more of a novelty than a clothing retailer.

Started as an Internet tee-shirt store a few years ago, Johnny’s now has two physical locations (the other is in Hull). The Johnny Cupcakes brand can also be found in select retailers across the country. The designs all play off a skull and crossbones meets cupcake logo that adorn every item in the store. It is a cute logo, and a few of the tee shirts would make a nice addition to any collection.

The over all shopping experience is fun as well. All the clothing is presented on baking sheets, in coolers, freezers and bakery displays. The entire store looks like a small bakery that has freshly baked and prepared clothes. While this is a kitschy and cute concept, the displays seem to over power the clothing simply because there is so little of it. There seem to only be a dozen or two different items in the store – so the ‘bakery’ looks as if it just had a Christmas Eve rush on fruitcake.

Overall, the store is primarily is for people who want to see as if “they are in the know.” All of the designs are printed onto American Apparel brand clothing; so if there is an item of clothing you like but hate the Cupcakes’ design, head over to American Apparel across the street and get one in ‘plain.’ But if you do make a purchase, you will be rewarded with an actual cupcake!

Bottom Line: The store is interesting and unique, with a few cute shirts here and there. But work on those actual cupcakes because they weren’t tasting too fresh! That would be like if Legal Seafood served us rotten fish, Uno’s soggy pizza or if Mike’s served Little Debbie!