Finally. The day has come.

Today we opened up the new Concepts at 37 Brattle St. in Cambridge Mass. In the past few years, Boston has become a destination city when it comes to street wear and sneaker boutiques. Since 1996, Concepts helped lay the foundation to what is the norm today, combining street wear, action sports, sneakers, outer wear and even high end denim all under one roof.  We wanted to redefine who we are and move into the next phase of our existence by creating a shopping experience that will be exclusive to us. I think we did it. Come by and check it out.