When Evanston resident Danielle Grier walked into Hot Pink, Evanston’s newest women’s clothing store, she found the perfect item — a white shirt with an orange fur collar.

“It would go along with my shoes and this purse I have,” Grier said

Hot Pink, whose postcard ads encourage women to “spoil your inner diva,” carries a different style of clothing than nearby retail stores Gap and Presence, store manager Shannon Manic said. The store, located at 1611 Sherman Ave., opened two weeks ago.

“Everything here is cutting edge,” Manic said. “When customers come in here, they won’t see the same boring stuff.”

Inside the store, customers are bombarded by shades of orange, pink and blue. The colors are splashed over all types of clothing, from tank tops and halters to skirts and shorts.

Manic said Evanston is a prime location for her store.

“Since Evanston’s a fairly multicultural town, we should get a variety of shoppers,” Manic said. “Our location near a university also helps business. Unlike high school students, college students have formed their own sense of style and don’t feel as much pressure to be like everybody else.”

Manic said one reason Hot Pink is different from neighboring clothing stores is that it carries only a few copies of each item.

“The chances that you’ll be wearing the same thing as someone else are slim because of this,” Manic said.

So far the store has not had problems attracting customers, Manic said. It has publicized its Evanston debut through fliers, newspaper ads and word of mouth, and already has had repeat customers.

But the store might be a little too trendy for shoppers like Evanston resident Octavia Watson.

“I wouldn’t buy anything from here because my style of dress is more conservative,” said Watson, 20. “I am into darker colors, not hot-pink fur.”

With tie-dyed tank tops running $16 and blue tank tops costing $32, some customers said they found the items a bit pricey.

“Some of the clothes are expensive for something so trendy,” said Laura Storz, a Weinberg freshman. “But if I saw something I really liked, I’d get it.”

A year-round 10 percent student discount relieves students from paying the full price, Manic said.

Hot Pink already has one store in St. Louis, and two more will be opening in Chicago, Manic said.

Grier said she thinks the store will be able to make it in Evanston.

“This is the fad,” she said.