I suppose that this is why tumblr exists, and why writing a blog post about the Instagram of a boutique in Soho, NYC seems rather bizarre, but here it is regardless. It’s the smartest use of social from a creative perspective from a retailer. Granted, it probably appeals to a more creative set of individuals, but then again so does the store. Here’s a quick look at some highlights from BESS and founder Doug Abraham’s Instagram where he artistically re-works campaign images from brands to give them a slightly alt and darker take. Enjoy below and follow BESS on Instagram here.