Meet the Brand that Opened Up Shop Where the Eliot Lounge Sat

If you know the history of The Eliot Lounge on Newbury Street, you know that it was once the “official” Boston Marathon finish line that offered a free beer to the first runner there after the race. Famous elites ended their victories and defeats there, until it closed its doors in 1996.

Tracksmith, a New England-based apparel brand who’s been calling Wellesley homes to its headquarters, hosted a popup shop in Eliot’s old location during the days leading up to the Boston Marathon in the past. And in 2017, the brand opened its first permanent retail store in the same space, keeping the authenticity of the lounge in tact with original barstools and the restaurant sign on the wall. Check out the decor and sweet space for this authentic brand. Photos: Kevin LaClaire