College students often find it difficult to keep up with today’s fashions. Every season designers create new and more expensive clothes, causing many to spend an entire paycheck on a single outfit.

If spending tons of money on conventional attire is becoming problematic to you and your wallet, a new store in the Lennox Town Center may be the answer.

Modern Persona, at 747 Chambers Road, is a funky and inexpensive alternative to traditional clothing stores. According to its Web site, Modern Persona is a ” ‘see, smile and swap’ clothing gallery full of color and fun fashion.”

Modern Persona offers an array of old or new clothes for both men and women, which can be purchased at as little as half their original value.

Along with brand names, such as Abercrombie and Fitch and Banana Republic, Modern Persona has an abundance of handmade and innovative costumes, clothes and jewelry that can suit any lifestyle.

Michelle Advey, a graduate of Ohio State and owner of Modern Persona, said she opened the store so people would have a choice as to where they shopped for clothes.

“Most of the stores around here are selling the same types of clothes for a rather expensive price,” she said. “Here, you won’t find two of the same thing. Everything is original, and it’s all reasonably priced.”

Shoppers can also trade in outfits they no longer want. If a garment is accepted for trade, the customer is issued a store credit worth one-third the resale value of the article of clothing, Advey said.

“It’s really a great idea,” said Advey. “We have people who come in and give us the coolest things they no longer need. In turn, they get a credit they can spend on anything in the store that they do want.”

Advey also allows patrons to rent out some of her apparel.

“Some of the things we have for sale here are pretty wild and are meant to be worn only one time. By allowing customers to rent outfits and other gear, they can make the most out of our merchandise,” Advey said.

In hopes of attracting a larger clientele, Advey is opening a bigger store in the Short North Gallery Hop this spring. Although there are similar businesses in the area, Advey is not concerned about competition.

“Everything in my store is unique. You won’t find the exact same things in any other store in the area,” she said.

A larger store in the Short North will also allow Modern Persona customers to peruse more intriguing merchandise.

“Right now, we aren’t even able to have all of our merchandise on the floor. Some of our best outfits are still in the back because we don’t have room for them out front,” she said.

Another benefit of switching locations is that those who frequent the Short North are open to stepping out of the norm, Advey said.

Holly James, a junior in business at Ohio University and Modern Persona customer, said she shops there for the funky clothes and bargain prices.

“They (Modern Persona) are constantly getting in new and unusual outfits, so it’s always fun to shop here. They have outfits for every mood and everything’s affordable,” she said.

Along with already low prices, Modern Persona also offers a 10 percent discount to all students as well as to entertainers, such as impersonators and dancers.

Modern Persona is open daily from 11 a.m. – 7p.m. and is closed on Sundays.

For more information, log on to www.modernpersona.com or call 299-0020.