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Hit the Stores Like a Jet-Setter

May 21, 1999|BOOTH MOORE

Shopping on the Internet has thus far been dominated by generic chain stores like the Gap, Eddie Bauer and Nine West--all brands available in one place at the local mall (if you could just peel yourself off the couch). But beginning in June, armchair shoppers will be able to buy the hippest streetwear without leaving their living rooms, courtesy of a new English Web site called boo.com (http://www.boo.com).

You won't have to go globe-trotting to Australia, London or even the streets of L.A. to find Royal Elastics shoes or sleek Northface jackets. Boo.com will offer easy access to these brands as well as DKNY Active, Reef Brazil, Umbro, New Balance, Fubu and others.

Ernst Malmsten, 28, and Kajsa Leander, 28, developed and ran online bookstore bokus.com before they got the idea for the streetwear shopping site. With a third partner, Patrik Hedelin, they were able to secure some serious backing from J.P. Morgan and powerhouse Louis Vuitton Moet Hennessy.

Boo.com has a virtual dressing room, 3-D imagery so you can look at your purchases from any angle, an online magazine, and personalized shopping advice from animated sales associate Miss Boo.

Oh, and did we mention that shipping is free?

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