East Coast Boutique Founder Mally Dead at 21

By Staff  |  02/28/2016

Mally, owner of the East Coast Boutique

Jamal Gaines -- aka Mally, co-owner of New Jersey-based sneaker retailer, the East Coast Boutique -- was shot inside his store on Friday (Feb. 26) and killed. He was just 21 years old.

Details surrounding the killing was unknown at press time, but his mother tells WABC that nothing was stolen at the store.

"They didn't get any money. They got nothing, so he was killed for nothing. They got nothing. Just shoot him for what?" said Mally's mother, Tina Wilson.

According to NiceKicks, Mally founded the East Coast Boutique with noted sneaker collector Soley Ghost three years ago, when he was just 18.

The Union County Crime Stoppers are offering a reward of up to $10,000 for information leading to an arrest in this case. Tips can be given anonymously by phone at 908-654-TIPS (8477), via text message by texting "UCTIP" plus a message to 274637 (CRIMES), or online at uctip.org.