Wish Atlanta

Wish was founded in 2004 by Lauren Amos in Atlanta's Five Points neighborhood, at 447 Moreland Avenue NE, and is now run with partner and CEO Julie Hogg — the pair note it's one of relatively few women-owned sneaker and streetwear boutiques anywhere. Over roughly two decades the store built a reputation within Atlanta's streetwear and sneaker scene, stocking major athletic labels (Nike, Jordan, Adidas, Puma, Vans) alongside more exclusive names like Ksubi, Off-White Lab, and Jungles, across men's, women's, and kids' assortments. Beyond retail, the founders describe a deliberate focus on using the store as a platform for Atlanta's own artists, musicians, and designers — hosting community events and collaborating with brands like Nike and Red Bull Racing — rather than functioning purely as a sneaker reseller. The store underwent a widely covered reopening and redesign around 2020, led by Amos, refreshing the Moreland Avenue space while keeping the original neighborhood location that anchors the brand's identity in Atlanta's Five Points area.