The What

Specialties

The What features new and pre-​loved clothing for women and men, ranging from true vintage to today’s most sought after contemporary labels including James Perse, rag & bone, Helmut Lang, cloth & stone, J. Brand, Adriano Goldschmied, Obey, Hurley, Vans, and many more. Also featuring jewelry from local artisans and a growing used vinyl selection.

History

Established in 2015.

The What was established in Sturbridge, MA with the owner’s desire to fill a local void by bringing a contemporary/​urban type boutique to a small town known for Old Sturbridge Village, fine dining, and many great antiques shops. We hope to offer an alternative option for younger local and tourist shoppers alike.

Meet the Business Owner

John O.

Business Owner

John brings 14+ years of corporate retail experience having worked for the TJX Companies and Clarks of North America in a variety of roles including accountant, financial analyst, systems specialist, and most recently, merchandise planning for the TJX Ladies Sportswear and Mens divisions.

The What also recommends

Cedar Street Grille

120

reviews

American (New)

John O. says,

«Excellent small plate food and drink. Best Sunday brunch in the area.»

Tree House Brewing Company

67

reviews

Breweries

,

Beer, Wine & Spirits

John O. says,

«Phenominal local brewery with super cool retail shop for fills.»

Starlite

3

reviews

Bars

John O. says,

«Ever evolving spot for art and live music. Widest variety of local live music around.»