Carol Rollo goes west (side) for the young man.

Daily News Record | April 10, 1985| | Copyright

NEW YORK -- Carol Rollo hits her customer where he lives.

Fifteen years ago Rollo, with more panache than cash, opened her first Riding High store at 1147 First Avenue here. The upper East Side neighborhood, populated as it was by the hip and affluent, was a perfect location for Rollo's fashion forward men's and women's boutique; the residents could both understand and afford her advanced merchandise.

After a few years, Rollo opened a separate men's store down the street from the first. And a short time after that, she added a seasonal men's and women's ...

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