A new boutique has opened in downtown Pullman and caters specifically to men. Ruthanna and Jake Willey, Monroe shop owners and Palouse locals, said their goal was to create a store catering to men to fill the gap. They said they settled on serving the “men of the Palouse,” but wanted to remain trendy and current.

The Willeys chose to keep the business family-oriented. They said the shop will be passed on to their sons.

The inside of the store was planned according to Ruthanna’s vision, Jake said, from the rustic character of the shop, like hardwood features and dark walls, to the lighting elements, like spotlights. There are dressing rooms and a couch for shoppers to relax in. They even created a “perfect playlist” to boost the mood of the shop.

Monroe had a soft open Aug. 31 and has since seen a rising curiosity from people in what the shop sells, Ruthanna said.

Their current stock includes tops, bottoms, jackets, grooming supplies, underwear, fanny packs and backpacks. Their sizes range from small to XXL. XXXL will soon be in supply.

The owners said the shop will offer seasonal items such as coats but also everyday menswear. They also sell home decor with a more masculine touch and handmade “man blankets” made by Jake’s sister, Ruthanna said. The shop also carries quirky items like whiskey dipped toothpicks.

“Pullman’s really getting more roots-y with just shopping small, shopping local,” Jake said.

Many of the products they carry are local to the Pacific Northwest like ‘BeardBrand,’ a company started in Spokane, which was presented as a pitch on Shark Tank. The shop also features ‘Rosy Rings,’ a small candle shop based in Denver, Colorado.

Ruthanna said they are also looking to featuring products from locals that reinforce the rustic atmosphere of the shop.

The decor and fixtures in the store are either handmade or recycled locally. The streetlights on the inside of the shop are from the streets of Seattle, Jake said.

The store also has a website that is expected to include an online shopping feature by Christmas, since they have many products that would be good for stocking stuffers, Ruthanna said.

The family also owns Rockstar Body Bar, which is located behind Monroe. Ruthanna was a manager at the salon for 10 years before buying it from the previous owners. Now both Ruthanna and Jake manage and operate both places. They are working at Monroe and can run next door to Rockstar if they are needed, Ruthanna said.

The store is located at 107 S. Grand Ave. next to Flirt. Their grand opening is set to be in early October.