Downtown design rules prevent Naperville denim shop's painting plan

A trio of redbrick storefronts in downtown Naperville won't be going gray.

New retailer Denim & Soul had hoped to paint its building at 26 W. Jefferson Ave. a two-tone gray, light on top and dark below.

But the city council would have none of it, saying the paint job would violate downtown design standards adopted in 2011 to ensure the area remains aesthetically pleasing.

Only Mayor Steve Chirico supported allowing the new business to paint its exterior a new hue.

Others said they feared the loss of the natural red brick, a wire-cut variety city council member Paul Hinterlong praised for its uniqueness.

"That's pretty cool brick," Hinterlong said. "I'd hate to see the texture lost through the painting."

Opponents also said they didn't want to risk the potential for a new exterior color to chip or disintegrate over time.

"I'm not in favor of painting because painting does peel," city council member Patty Gustin said. "And it can look nasty during weather if it's not maintained properly."

Denim & Soul wanted to go with gray on the building's exterior to complement the white decor that makes up the shop's branding, said Sven Mollberg of Kern Construction, who built the new store's interior. The business has other locations with similar branding in Lake Forest and Winnetka, as well as six other states.

Gray is listed among building colors that are typical in the downtown area, which is made up of natural brick and stone structures in shades of red, buff, white and cream.

But the downtown design standards forbid adding new paint to masonry that isn't already painted. The standards also say building colors are meant to complement their surroundings.

City council member Judith Brodhead said this is especially important on Jefferson Avenue, which she called "the most desirable block in the city of Naperville."

"We understand you want to call attention to your business," Brodhead said. "The design standards are not so something can pop. It's so that it will be consistent with the rest of the historic design of that street."

Before the city council's 8-1 vote against painting, the city's zoning administrator and the planning and zoning commission already had rejected the plan.

Since Denim & Soul is inside the same building as two neighbors, Everdine's Grilled Cheese Co. at 24 W. Jefferson and Artistic Creations Salon at 22 W. Jefferson, the painting would have covered all three. Now all will remain red brick.

"We'd fix it up and paint it and make it look nice and do the whole thing," contractor Mollberg said. "Otherwise, it sits as is."