MORGANTOWN — A new store blending fashion, education and community held a ribbon-cutting ceremony Tuesday on High Street, just in time for the doors to open for First Friday.
The Retail Lab is the creation of Elizabeth Shorrock, a West Virginia University fashion design and merchandising professor. The space is more than a storefront, as it also is a place for hands-on learning. WVU students are given the opportunity to have real-world experience in the world of fashion.
“This is a lab for our fashion and WVU classes,” said Shorrock, who led the two-year effort to bring the space to life. “Students can see the entire process, from visual merchandising and community engagement to the research behind fashion and working directly with customers.”
Inspired by a concept shared by a student who studies abroad in Italy, The Retail Lab follows a system that combines a luxury resale store in the front and an educational space in the back.
The store will be open from 11 a.m. to 7 p.m. Thursday through Saturday and will feature high-quality consignment fashion, workshops, artist talks and rotating exhibits by students and local creators.
Shorrock emphasized that the store will not accept fast fashion items. “We do not take any fast fashion clothing,” she said. “We pick through everything; we want good-quality clothing.”
This space is an example where community meets campus. All items in the store are consigned, with the highest commission rates reserved for current fashion students. But the Retail Lab also accepts consignments from alumni and local residents.
Daphne Carroll, who graduated from WVU’s fashion program in 2024, now serves as store manager.
“It’s exciting to be part of something that connects students to Morgantown in a meaningful way,” Carroll said. “I think there’s a disconnect sometimes, and this space helps bridge that gap.”
In addition to retail operation, the store space will serve multiple purposes for the community. A career closet is available for all WVU and community members to borrow professional clothing for interviews, headshots, and events. Future plans also in the talks of launching a rental program. This could be used for special occasions such as sorority events, prom, and even banquets.
The Retail Lab will also host community workshops, artist lectures and classes for the public. The space can be rented for private events or entrepreneur projects.
The store reflects WVU’s broader effort to provide students with accessible, practical resources while also engaging the local community.
“Our students have access to so many amazing resources,” Shorrock said. “Retail Lab ensures they continue to use them post graduation and also gives the community a chance to benefit from those same tools.”
The Retail Lab is located on High Street in downtown Morgantown and welcomes shoppers, consignors, and community collaborators beginning this Friday with a grand opening in September.
