A skateboarder, Herrera was screenprinting T-shirts and hoodies with his distinctive "5ifth Place" brand, and then selling them at local events, frequented by skaters and enthusiasts.
After the success at several local shows, Herrera decided to set up a permanent location for what had been a roadshow, and find a space where he could bring all his interests--art, clothing, skating, and design--together in one place.
He opened 5ifth Place skateshop and fashion boutique in mid-November. The store offers hand-screened T's and hoodies, created by Herrera in his on-site printshop, as well as beanies, shoes, jackets, skateboards, gear and artwork created by local artists. It also boasts a nice hangout space, with furniture crafted from old skateboards by a local maker.
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Herrera chose the moniker 5ifth Place because he wanted to level the playing field, and create an inclusive scene where everyone felt welcome, not just the people who were "coming in first place," he says.
"Basically, it's just create your own avenue, your own style, your own way of life, your own way of doing things. That's why I called it 5ifth Place," says Herrera.
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Herrera is one of several new retailers to join the district this year, spurring a sort of retail renaissance on Central Avenue. This new generation of shop owners is inspired by DIY, and they also know how to hustle. For these entrepreneurs, personal and professional are almost inseparable because they have created businesses that reflect their passions, and their stores are an echo of themselves.Herrera calls his store a "lifestyle store"--a place where artists, fashion designers, skaters, and entrepreneurs can all find products that speak to them, and contribute to their lives.
With 5ifth Place, Herrera has created a collaborative space that is as much a makerspace as it is a store, and the store, which features several murals as well as a wall where colorful skate decks, designed by friends and staff, have been mounted, is a reflection of that.
Known for individuality and do-it-yourself style, skate culture has flourished in Albany, in spite of restrictions on its use in certain busy parts of the city. In November, the City of Albany announced that they were seeking funding to convert tennis courts in Washington Park into a skatepark. This announcement was warmly greeted by many, including a large contingent of local skaters. Located on the edge of Washington Park, 5ifth Place would be poised to take advantage of this development and this growing, and now anointed, pastime.
5ifth Place is located at 204 Washington Avenue in Albany. The store is open Monday through Friday, 11am-9pm and Saturday, 12pm-7p.
