6/30/2023 0 Comments New york hype stores![]() Want more stories like this one? Subscribe now If you prefer to read in print, you can also find this article in the December 5, 2022, issue of Thank you for subscribing and supporting our journalism. And then we’ll get into the metaverse …” She takes a breath. We’ll have IRL experiences like festivals. We’ll do content production and develop longer-format series for YouTube and chop it up into shortform. We’re going to develop our own product line and clothing line and do e-commerce. When we meet, she’s just gotten keys to expand the space next door, so that’s a start. “This is going to be an empire,” she declares. Pop-Tarts was “perfect,” she says, but Rogue is still a one-woman show where most of the employees are in school. In September, Rogue collaborated with Pop-Tarts, which provided a Pop-Tart throne and limited-edition Frosted Strawberry boxes with Rodelius’s face on them. Over the past year and change, Rodelius’s savvy has attracted the attention of the corporate world. And they’ll be like, ‘Oh yeah, we saw you on TikTok’ or ‘We saw you on Reels.’” ![]() “I have people coming in from crazy countries that I don’t even know exist!” she says. She’s uniquely skilled at harnessing the power of social media, and the IRL hype of the store is matched online. Like her peers, Rodelius creates foot traffic by hosting pop-ups and influencer closet sales. At the end of May, the lovable dirtbag rapper Post Malone stopped by and bought ten items, including a Bud Light T-shirt and one with Elvis on it. On the racks, you’ll find Happy Bunny baby tees, Juicy tracksuits, and Paul Frank accessories. Her space is decorated to look like a teenager’s overstuffed bedroom with Twilight posters and Furbys lining the walls. “To be honest, I don’t even go to Soho that much anymore,” she adds. The old Soho, she says, has gone too corporate for her. “I think it’s the new Soho,” says founder Emma Rodelius, 27, of the area - the “Vintage District,” as she calls it. ![]() Rogue, on Stanton Street, is the go-to for all things nostalgia-core and Y2K and perhaps the most accessible of the bunch with prices as low as $25. But all are more curated than your average Beacon’s Closet and have become social destinations, places where fashion nerds can take ’fit pics and find common ground over Comme des Garçons. ![]() Like the clothes they sell, no two stores are alike. And Bode acolytes will browse museum-worthy pieces at Desert Vintage. Merch heads will crowd into Leisure Center and pick off Chad Senzel’s #streetrack. and Yohji Yamamoto will line up outside Lara Koleji, where I recently spotted costume designer Miyako Bellizzi of Uncut Gems fame. The neighborhood has always been frip-friendly, and now even more so. For him, new clothes are a thing of the past. “I mean, what else is there?” says Houman Farahmand, who recently opened Ending Soon on Broome with his partner, Arsène Barski. Many of the most exciting and original new stores to open recently carry vintage and secondhand clothing, and they can largely be found on a strip of the Lower East Side below East Houston. How would retail reinvent itself? The answer: Out with the old and in with the older. ![]() This was a disaster that made space for something new. From 2019 to 2021, more than 4,000 privately owned businesses in New York shuttered, mostly in Manhattan. ![]()
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