02/28/2012 08:46 am ET Updated Oct 11, 2012

Need Supply Co. Has A Small Town Feel, With Big City Designers (PHOTOS)

Mass retail is ubiquitous these days, and while the convenience aspect of it is hard to ignore, the Targets and Walmarts crowding the landscape are turning our country in a homogenous strip mall (ok, getting off my soapbox now). So, you can imagine how excited we were to stumble upon Need Supply Co., an e-tailer that started as a mom-and-pop shop in Richmond, Virginia.

Need Supply Co. was founded in the '90s by Chris Bossola and is now run by a small group of people who we'd like to be friends with -- their women's buyer, Krystle Kemp (pictured here), is Rooney Mara's doppelganger and their models are tattooed salesgirls and friends of the company -- no ice queens here.

The store was originally 250 square feet and focused solely on denim, but, luckily for us, they have since expanded into e-commerce and now carry established brands like A.P.C. and Rag & Bone, as well as up-and-comers you've never heard of. Home items like Le Labo candles and beauty products like RGB nail polish are the icing on the cake and free shipping on orders over $150 makes it near impossible to keep our credit cards tucked away.

The site feels light and playful -- the fun tone and casual-yet-stunning photography give the feeling of being in the company of friends. What better way to shop? As if that weren't enough, the kind folks at NSC are offering Stylelist readers an extra 25% off their already discounted sale items with the code EXTRA25, which makes the marked-down pieces just about free. Well, almost.

Site Of The Week: Need Supply Co