Soho is filled with many new things these days. Expansions, comebacks, reboots and new arrivals among them. Some of the spaces are minuscule, and others are quite big. Just like New York. As the summer season approaches, there are many new looks available to the shoppers, and maybe even non-shoppers, among us.
The Frankie Shop is a “cool girls” brand that was located on Stanton Street in the LES. The French brand decided to expand the original store and took a large space on Crosby Street to use as a temporary home during the renovations. The renovation is now complete and the new store is much larger; filled with the signature Frankie outfit — an extremely oversized slouchy suit, with a lot of attitude.
The temporary location proved to be very popular, drawing some different customers that were not necessarily LES shoppers. So the temporary space looks like it will be permanent. The draw at Frankie Shop is many casual jackets, coats and trenches. The clothing is well made, and well priced.
Anything you might wear under a jacket is here too. There are lots of cool shirts, and shirt dresses, tees and tops. All your seasonal needs are covered with style. Everything is casually arranged. There are pieces from other brands to round out their assortment.
Recently, men’s wear has been added. That was pretty much a no brainer. Men even get suits in pinks and reds this season.
There are beauty and fragrances from several small brands, an assortment of candles, scented and un-, and different ceramic pieces.
Cool shoes and bags are also in the mix. This is a Parisian lifestyle brand with a very definite point of view that works perfectly in New York.
Frankie Shop, 59 Crosby Street
Almost everyone has heard of Glossier. The make-up brand started with one product — a balm — loved by millennials and adopted by almost everyone. The digital-first company grew to a billion dollar valuation before Covid. They encountered some issues on the business side and are starting to sort those out. Opening physical stores is part of the plan. There was one on Lafayette Street that closed during the pandemic. It was always crowded. A new store has just opened on Spring Street; and it too is always jammed.
Glossier grew using clever online marketing techniques. The space and the products are photogenic. Pretty much everything is done in millennial pink. On one side of the entrance is an area selling branded Glossier accessories, in the same pink.
There is ample staff, wearing signature pink jumpsuits, to help customers test makeup and other products. And there are stylish sinks to wash the experiments off. The packaging is all in the same popular shade of pink. Maybe that is part of their success?
All the products have testers. Staff is also available to answer your questions. Makeup, skincare and fragrances are all here. A staffer will take your name, and your order, and lead you to the back.
There you will find a large “waiting room.” Customers hang out here while their orders are completed. This too is pretty much always full. There had been lines at the previous store, but this space is larger so they can fit more people in the space.
There are some other interesting spaces, such as this small area which offers more seating at the back. The mosaic wall with the Glossier signature motto must have cost a fortune. It too is pink. The space, with subway tiled walls and a transit approved bench, are a nice quirky addition.
Glossier, 72 Spring Street
It took Vuori some time to open a boutique in New York, but they finally did. The Southern California athleisure brand offers a very low key collection of clothes for sporty everday living. There are separate collections for men and women.
Of course, you will find lots of pants and shorts, but also skirts and dresses. New styles deliver all the time, and color stories change.
Half the store is men’s clothing, and half women’s. Some of the colors are shared, but not all. And there are clothes for all sorts of performance activities as well as for just “hanging around.”
The jackets and shirts can be worn with your jeans as well as with leggings and soft pants from Vuori. It is very mix and match.
The product is all ethically sourced and made, and Vuori works to offset its carbon footprint. It also creates fabrics from recycled plastics and other leftover products.
This slightly different take on outdoor clothing is refreshing. The category is so popular that offering shoppers a new viewpoint is a good change. As life gets more and more casual, so do the clothes.
Vuori, 106 Spring Street
Cinq à Sept is a play on an old-fashioned French expression. In the old days work ended at 5, and the next two hours were jokingly referred to as the time when French had flings. These days everyone works longer hours and so now it loosely translates to time to have a drink after work —and hang out.
The collection is flirty and a bit on the dressier side, and cocktail ready. The store, like other contemporary stores, is decorated minimally with racks that can be moved. Color abounds here, and the prints are delicate.
The designer loves rhinestones. There are shirts and jackets embellished with floral and geometric patterns in the stones. There are also playful jackets with ruched sleeves. It is a varied collection.
There are real party clothes, too. The creator of this collection has fun with the looks she comes up with. Everything works together, and is light without being sugary.
There are groups of longer dresses all over the store. These are fun, too. Summer has arrived and these clothes will have you covered.
Cinq à Sept, 108 Wooster Street
A fun store has landed down the street. Marimekko moved from their Madison Square location down to Soho. The Finnish design house started in the 1950s with cheerful prints and that tradition continues.
The design team keeps coming up with new prints, even after 70 years. The store has an amusing design. It is constructed from neutral plywood, a good foil for all the prints and bright colors.
There are some prints in blacks and navies and whites. New deliveries show up all the time. The red box came filled with fun striped classic shirts that were being unbagged and hung. All the clothing is made using very good quality cottons.
And there are even a few solid pieces to work with the printed tops. The bags are available in both leather and printed cotton.The hats are fun, and there are swim suits for the summer.
A good third of the store is dedicated to homewear. Printed textiles by the yard are available in a few patterns. Tableware is chic and minimal Scandi style. And there are glasses and vases too, and a nice selection of towels for the beach or home as well as sheets.
These clothes are made for summer living. If your life has gotten a bit dull, try adding some color to perk it up. Everything here is considered design and nicely made. The brand has staying power.
Marimekko, 97 Wooster Street
Fitflop just opened what might be one of the smallest flagships in New York. The ergonomically designed comfort footwear brand keeps adding styles. Sandal, platforms, slides and more are all here.
Sweats and tee shirts come in a select range of colors. The shoes themselves seem to come in many more colors. It’s all about the comfort.
There is a long wall with a glowing jungle photo behind it, holding even more styles. Sneakers have been added to the lineup. Kids sizes are also available. Designed by two British biomechanists, the shoes are all designed to keep you walking pain free.
Fitflop actually does flip flops that are also designed to be super comfortable. The baby versions are more sandal-like as they have little straps. Color, quality and comfort — not bad.
Fitflop, 107 Mercer Street
Barbara Hodes is the owner of NYC Private Shopping Tour, offering customized tours in New York and Brooklyn.