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Iconic Boston clothing shop Johnny Cupcakes closes Newbury Street store
Johnny Cupcakes founder Johnny Earle announced earlier this month that the store would close Jan. 19.
Johnny Cupcakes on Newbury Street closed its doors Jan. 19 after nearly two decades in business.
Founder Johnny Earle, a Hull native, announced in an Instagram post earlier this month that the iconic clothing store would be closing after a trying 2024, during which Earle lost his mother and his store was burglarized. Despite these difficulties, Earle remained optimistic about the future of his brand.
“I’m letting go of one thing (my shop) to make larger space for more important things: family, hobbies, finishing writing my book, launching a creative agency, and leveling up my speaking engagements and corporate gifting custom collaboration merch program!” Earle said in the post.
The brand has gained a cult following for its old-fashioned bakery theme, with T-shirts being displayed in glass cases and packaged in pastry boxes. With its vintage bakery aesthetic and frosting-scented store, it often confuses new shoppers who are expecting actual cupcakes, according to the company’s website.
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Johnny Cupcakes has developed a reputation for collaborating with other popular companies and properties such as Nickelodeon, Gillette, Warner Bros, and The Simpsons.
The company has also given back to organizations in need, including local charities like Wellspring and Boston Children’s Hospital.
The Johnny Cupcakes logo has claimed its place as an important piece of iconography to die-hard fans. More 2,000 people have shown their support for the brand by getting the logo tattooed on their bodies, the company’s website claims.
For the future, the brand plans to continue its online releases in limited quantities while also focusing on in-person pop-up shops, according to the post.
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“A tapestry of delightful things moving at my own pace as to allow myself space to grieve, breathe, and be present — all while never losing that sense of wonderment,” the post said.
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