On the west side of Downtown, a boutique calling itself “a street pusher of rare goods” is trying to give Cincinnati more of a big-city edge.

UNHEARDOF, which opened in June, specializes in a fusion of skater and urban styles, with emphasis on high-end fashion and Cincinnati traditions. The store is located on West Fourth Street in the heart of a growing area that young Downtown business owners are branding as a vibrant “urban lifestyle zone” called the Soapbox District.

The establishment’s proximity to Great American Ball Park isn’t lost on the store’s owners: Phillip Lipschutz, Chad Reynolds and Nick Accurso. A mural on a prominent store wall depicts members of the Big Red Machine — as zombies.

Another wall displays images of children in gas masks, apparently trying to protect themselves from the undead. The motif continues throughout the store, including on shopping bags featuring chainsaws and a “Mr. Deadlegs” T-shirt emblazoned with a zombie Mr. Redlegs. The store has received some criticism about the zombies, but Lipschutz is proud of the creative twist on his Cincinnati pride.

“I always wished that Cincinnati would be a destination place. I like my city. I have a lot of passion for it,” the Northern Kentucky native says.

Lipschutz, 23, is also a partial owner of Anonymous Skate Shop in Western Hills. He has been working in the business since age 15 and skating since he was even younger. He wanted to start a sneaker store to expose Cincinnatians to the styles of bigger cities.

“All these items are in Chicago, L.A. or New York City,” Lipschutz says. “Opening up in Cincinnati was a big deal.”

The store features the UNHEARDOF brand as well as national and international brands such as Crooks & Castles apparel, which Lipschutz says is trendy for athletes and is often worn by rapper Jay-Z. For women, terrycloth zip-up hoodies by Kidrobot ($150) are in high demand.

And then there are the shoes, an array of green canvas, animal prints, purple suede, graffiti and pony hair, all presented in their own glowing display room.

Some styles are aimed at a younger crowd, such as DC Shoes by artist Methamphibian, which feature green cheetah print and comic book-like art. Nike Indie shoes ($130) offer retro sneaker styles to a new generation. For young adults, Lipschutz recommends vibrant suede New Balance Lifestyle shoes ($100 to $150), and Japanese/European-inspired Gourmet shoes ($150). PF Flyers ($45), some of the first athletic shoes ever created, are also available.

Although other locations were considered for the boutique, Downtown was the obvious choice in the end. “I feel like this whole district and how it’s growing is going to be an ideal area for young adults and high school kids,” Lipschutz says.