Flock
Flock is a beloved South End retail boutique founded in 2009 by Dani McDonald, bringing a laid back West Coast sensibility and modern bohemian spirit to Boston. With a thoughtfully curated mix of easy to wear clothing, distinctive accessories and home goods, Flock is rooted in a love of beauty, individuality and personal style, creating a shopping experience that feels warm, approachable and effortlessly cool.
More than 15 years later, Dani remains the heart and soul of Flock, overseeing the buying, styling, visual displays and special events that give the boutique its distinctive personality. Over the years, Flock has grown from a neighborhood shop into an online destination while remaining deeply connected to the South End community it calls home. Whether searching for an everyday favorite, a wedding guest dress or something special for a weekend away, customers return to Flock for Dani’s eye for style and the genuine sense of connection that has defined the boutique from the beginning.