New favorite store in Phoenix! I can't believe this find. Apparently they had just opened their doors, because when I dropped in I met the owner and he said they were still putting some items out. As a quick tip - the official, grand opening is not until June 17, but they are definitely open so if you want a sneak peak you are able to go and shop already.
They are situated at The Colony which was redone to house this store, another place called Framed Ewe, a new location of the Herb Box and a restaurant that is also brand spanking new called Stock & (forgot the last part... But I will definitely be going there on my next trip!)
Some cool things about this store and why I immediately fell in love: it smells amazing when you walk in. Almost like a combo between a high end spa and something outdoorsy. Their clothes all fit perfectly! I have such a hard time finding clothes that fit well but had no problems with the 3 items I tried on. Their clothes are all comfy and dare I say, chic? And lastly, they're 200% local! It's run by two local Phoenicians and I won't ruin the story of where they came from or where they started. I'll just let each Yelper go and talk to the owners (Ask for Josh or Kenny) and have you discover that yourself.
In summary - Phoenix General and the other stores at the Colony are a welcome addition to this part of town. So proud to see Phoenix growing up like this.