Natalie Gajewski says the inspiration for her subculture-orientated alternative clothing store Omen, came from her teenage years in the 90s. Her boyfriend told her about a cool new store and Gajewski says “we piled five or six punk, goth, or whatever kids to drive an hour and a half,” smoking cigarettes and sharing mix tapes along the way. They ended up getting a little lost but eventually made it to the mall to visit Hot Topic.
It wasn’t the store itself that inspired Omen, but rather that feeling of having a place to go that made you feel seen and surrounded by people just like you.
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“Omen carries something for everyone, but it focuses on subcultures. Think goth, punk and emo — we even have raver type stuff; anyone could easily walk in and find something,” said Gajewski. “No one walks in here and feels like they don’t belong.”
Gajewski opened the store with her husband Joe in South Milwaukee in 2021. Natalie was working in a salon, but with arthritis and other health issues “doing hair just wasn’t a viable thing anymore” and she decided to focus on the store instead.
Looking for a new storefront, the Gajewski’s “dream space,” was on Kinnickinnic Avenue. Which last housed Luv Unlimited (who, coincidentally, have re-opened right across the street), Natalie says she “actually screamed” when she saw the space was available, prompting Joe to run into the room to see if she was ok. “I texted my realtor at like one in the morning,” Gajewski laughs.
Omen’s new location opened in May, and the move has given them a boost in business.
“Since we’ve moved here, it’s blown up,” Gajewski remarked. The store is more accessible, especially to young people who might not have a vehicle, than their South Milwaukee location — more foot traffic and accessibility by bus. In addition to Natalie and Joe, they have about 4 employees and occasional temporary help.
As for what’s popular, the Gajewskis say they’ve been selling a lot of jewelry and accessories, body care products like lotions and soaps, “those stompy, stacked boots” by Demonia, and Tripp pants.
“I didn’t realize they were still a thing,” Gajewski says. A type of bondage pants popular in the 90s and early 00s, Tripp makes busy looking trousers with lots of zippers, straps, D-rings, chains, and doodads. “We have people who drive here just to try them on.” Gajewski points out a coffin filled with another bestselling item — creepy and cute stuffed animals, like skeleton teddy bears.
“We’re selling a lot of plushies right now, and I feel it’s because of the way the world is,” Gajewski laughs. Turns out even your gloomiest looking goth needs a warm home and a nice fuzzy cuddle, and Omen can provide both.
