I went inside and asked if they served food. Moishe, the owner of the store named Evita, quickly handed me a menu for a deli down the street. I told him that I wasn’t actually looking for food but for an explanation about the confusion between the words on the awning and the image of his window displays.
He explained that when he moved to the space over a year ago the building was encased with scaffolding; hence he was unable to remove the awning. The scaffolding was removed a couple of months ago but he said he “Kept it (the old awning) up for luck.” “Has it brought you any luck” I asked. “Who knows” was his reply. “Are you going to change it?” I asked. “I don’t know, what do you think?” he replied. “I told him that it really made him stand out from the rest of the shops on 36th street.”
He said that both he and his wife were designers are clothing a designers. I asked about the name “Evita”. “It has nothing to do with the Argentine politician, but just a name he has used for years. He specializes is using appliqués to create original designs. He showed me his workroom where he has six machined for use in applying the designs. The intricacy and uniformity of the detail work is absolutely stunning.
So what do you think, readers, Should Moishe change the awning?
Yes. It looks like exactly what happened - he never took the old awning down; understandable while the scaffolding was up but communicates apathy now.
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