mason’s master of tennis fashion



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Though her favorite part of the day is making her customers smile, there are a few of them that Dana Mason has never even seen.

“I have a few customers that just trust me,” she said outside the Manhattan tennis store last week. “I have a customer in Chicago that has never even been in the store. I just know what she likes and we ship out boxes. She never sends anything back.”

Dana is VP of Mason’s Tennis Mart, one the few tennis goods stores in New York City, and a primary destination for U.S. Open products this year.

According to Dana, the Open brought “absolute insanity” to the store, but the place itself has been humming for the past 35 years, thanks to Dana’s father, Mark, who first opened the shop in Manhattan’s Upper West Side.

The boutique now sits comfortably in Midtown on the east side, just south of where many affluent New Yorkers live, and just north of many corporate offices, where Dana says many of her customers work.

“This is a perfect location for us,” she said, eyeing the store as midday traffic zips through the doors.

While her dad might be the tennis guru in the family business, Dana has always had an eye for fashion. As a young girl, she would hang around the store, but said her interest lay mostly in the clothes. 

When her dad brought her on as a buyer seven years ago, Dana flourished in the position.

“I’m so lucky that my dad brought me into the business,” Dana said. “Picking out merchandise for the store and watching it come off the shelves, I love that. Those are my picks, and I love when the customers love them.”

Dana knows her tennis fashion: from Fred Perry to Fila, adidas, Nike, and Polo Ralph Lauren, Dana has dealt with the big guns of the tennis fashion world.

Which isn’t to say that this is all fun and games. Her biggest frustration?

“Not getting the players outfits! I can’t tell you how many people come in wanting Sharapova‘s dress or Roger‘s jackets. But those things just aren’t available. It makes me sad!”

Read more about Dana’s picks for what’s next in tennis fashion, who shops Mason’s and her tennis DON’T for on-court fashion. [Read more...]

tsf presents: an illustrated pov



TSF is glad to have Troy Venechanos on board with our team. The former Tennis magazine intern and Northeastern grad is now an AmeriCorps volunteer in New Orleans, Louisiana. That doesn’t stop Troy from following the tour with gusto, where his two favorite players are Venus and (no shocker here) Akgul Amanmuradova. You can find Troy perusing J. Crew catalogs for clothesguys and he likes to spend summers on the lake with Yaya.

wta-comeback-oct09

The Comeback Bandwagon: WTA Looks to Past for Future Success
Co-starring Davenport, Date Krumm, Clijsters and Henin, illustrated by Troy Venechanos

Enlarge: Make sure to click on the pic above for a closer look!

<3: fendi spring 2010



There’s room in this world for evening clutches made of completely transparent Perspex (above, middle). Thank god Karl Lagerfeld knows this!

View: The entire Fendi Spring 2010 show, in pictures, available at style.com.

SPRING 2010 SHOWS WE LOVE
>> marc by marc jacobs
>> giorgio armani
>> burberry prorsum

what should’ve been: the k-swiss switch



TSF let out a squeal when we saw this dress hanging in the K-Swiss showroom, and smiled when we learned that it would have a fall drop. Unfortunately, it didn’t appear at the 2009 U.S. Open as we’d expected, though its bright color and sexy silhouette would’ve been worthy of the tennis catwalk that is Flushing Meadows.

Instead, the dress debuted after the slam: at this week’s Toray Pan Pacific Open, K-Swiss mascot Kateryna Bondarenko fell to Li Na 6-2, 7-5, 6-3 after she upset Elena Dementieva in the second round. Take a look at the draw (pdf) to see how the rest of the ladies have fared.

Buy: K-Swiss Women’s Fall Dress, clover pink/black and white/ebony grey, $74.99. (Note: we had incorrectly reported the price of this dress as $59.99; the retail price is $74.99.)

More: A few other views of the dress in action after the cut…

cool t-shirts on gilles simon make us smile



Photo taken at the PTT Bangkok Open Muay Thai event.

adidas “Cool Trainers Always Make Me Smile” tee, £14.99, JJB Sports.

Draw: These three guys are still in (second round), with Ginepri facing Korolev, Simon facing Kevin Kim, and Isner going up against Zverev. (pdf)

(image by Getty)