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Newly minted Chicago boutique owner Thripthy Mathew was a computer engineer back in her native India, but when she married and moved to the States, she considered it a good time to try a more colorful career.

The clothes in her just-opened Lincoln Park shop, Frimson (that?s fuchsia meets crimson), are a nod to her Indian culture--Mathew?s fashion eye gravitates toward traditionally bold hues and intricate details. The cuts and designers showcased on Frimson?s racks, however, are thoroughly modern.

Mathew certainly knows what American women want to wear. We were first drawn to the teal, coral and navy stacks of something called Yoga Jeans ($125)--who wouldn?t want to own denim comfortable enough to downward dog in? The lightweight, supersoft pair we tested wasn?t as forgiving as our Lulus, but the hues are irresistible and the mid-rise fit surprisingly flattering. 

For a spring luncheon or a day at the races, we want the easy-to-wear, elegant silk dress with an elastic waist by Waverley Grey ($275) or a sophisticated top adorned with a cluster of gorgeous beads by Raoul ($385)--just right for pairing with Frimson?s relatively large selection of dressed-up shorts. (New customers get a 10 percent discount through the end of May.)

Frimson, 715 W. Armitage Ave.; 312-846-1466 or

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