Goodwill of Orange County’s new shop in downtown Anaheim is like a cross between an Urban Outfitters store and a Williamsburg hipster’s fantasy loft.

Old-timey typewriters are perched above rows of curated men’s hats, sneakers and boots. Three turntable stations let customers play any of the boutique’s large selection of vinyl records before purchasing. And an art installation made of books reads in bold, capital letters, “We are anything but ordinary. We are rare.”

It’s a nod to the store’s name: Rare by Goodwill, which debuted earlier this month.

This is Goodwill’s latest experiment with alternative store concepts. Last year, it opened a boutique in Tustin that caters to designer-label lovers who don’t want to pay full price.

With Rare, “we’re playing to the hipster crowd,” said Corrine Allen, vice president of retail operations. That made sense, given its location in the revitalized Center Street Promenade, which tends to draw a younger, trendier clientele.

Keeping with its original personality, Goodwill sells used clothes at the new 4,700-square-foot boutique. But the styles are more current. Expect to find skinny jeans and flannel.

Home decor makes up a smaller portion of the merchandise. Also for sale: accessories, including vintage scarves and handbags.

A big theme in the store is upcycling, the practice of taking something used or ordinary and making it better. Customers are encouraged to buy an item and make it their own at home, with embellishments or sewing, Allen said.

It’s also obvious in the store’s decor, a lot of which is made of repurposed material. Your eyes will be drawn toward the reclaimed natural wood, a lighting fixture made of old TVs and globes reused as shelving ornaments.

While the Tustin boutique focuses on high-end brands, the Anaheim store doesn’t. “Items are more competitively priced,” Allen said.

Address: 411 W. Broadway, Suites C-H, Anaheim.

Contact the writer: lleung@ocregister.com