Shop Seattle: Deli

Located next to the building that used to house the Lusty Lady, Deli's bright interior lights illuminate rows of wire racks, wicker bread baskets, fruit stands and pastry cases. But they're not displaying sweet treats or cold cuts - they're stocked with neatly folded denims, t-shirts, accessories, and shoes.

"A lot of this stuff was found...behind restaurants, in alleys. It doesn't work anymore for them, but it works for this purpose. It takes work to bring it back to life, but once you get all the mud off, it works really well," offers Deli owner Max Heigh. Standing at his post behind the deli case that serves as a register and display area, he looks more like a butcher waiting to slice the perfect piece of brisket than a designer, curator and owner.

And while the idea of putting high-end apparel on renovated baking sheets may seem strange to some, the draw toward bakers racks and pastry cases was a natural one for Heigh, who expanded from his original Pioneer Square location last year.

"My family's always been in the restaurant business, so I wanted to capture that element," he explained. Looking for an innovative solution for blending the two, Heigh created Deli, a boutique that specializes in urban, chic clothing for men and women.

But, he swears, the creative look is more than just a way to get people in the door.

"Every store wants to have, like, a draw, but we also want to make sure we have a lot of really, really great stuff." Heigh told me.

And with up-and-coming and sought-after brands like Nudie jeans, RVCA, ALIFE, Bench and a dynamic line of in-house t-shirt collaborations with local artists whose work hangs around the store, Deli's clean, accessible space definitely does more than just offer a savory new display method.

Heigh, who also operates a gallery in Deli's old space in Pioneer Square and tries to stay as involved in the community as possible, isn't naive about the benefits of being in such a high-traffic area. The proximity to Seattle Art Museum and Pike Place can't be beat, but, he says, since the demise of the Lusty, he admits he gets different clientele.

"A lot of guys would like...peek in on their way out. There's less of that now, and more people from the museum and market. Either way, we like it."

And while Heigh himself has scoped out the empty space (which, apparently, is huge), he's not moving in any time soon. But he did echo a sentiment many Seattleites are feeling:

"There's way too much space for us, but it would make a sweet hotel. I just hope someone moves in next door so that reader board gets some use."

Deli // 1307 First Ave. // Mon-Fri 10 a.m. - 7 p.m.; Sat 10 a.m. - 6 p.m., Sun 10 a.m. - 5 p.m // Deli Presents Gallery // 87 Yesler Way // By appointment only and most First Thursdays