New York City: Top SoHo Style Spots

By: Virgin Atlantic

February 21, 2013

Following on from last week’s boutique bargain hunting, we’re back shopping in New York, with the second of our Fashion Week glamour gang, James Mills. James is the author of The Black Book of Art and Fashion and Editor-in-Chief at Stylenoir, whose aim is to “cut through pedestrian fashion and culture, spark debate and create controversy”. Here he gives us a bright and baggy guide to the city’s best streetwear style spots…


SoHo is where the fashion pack gravitate towards, especially for luxury street wear, something which is more prominent than ever in 2011 among the fashion elite.

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Top Pick – Billionaire Boys Club NY Flagship

Billionaire Boys Club is a lifestyle brand founded by rapper and producer Pharrell Williams. They produce very limited quantities of each design, making their pieces some of the most sought after in the world. The soul of the BBC brand is a truly special bond between skate influences, luxury and the fashionistas of New York.


One of the most exciting things about BBC is their stores’ incredible décor; from products displayed in ice cream containers, to ice cream wafer shaped seating, and even a room with the moon under your feet and the stars in the sky. It really is something special, making this NY Flagship our number one style spot in SoHo.”

456 W Broadway (between Houston St & Laguardia Pl) New York. Hours: Monday – Saturday 12pm – 7pm, Sunday 12pm – 6pm

Billionaire Boys Club NY Flagship

Floor 2 at Billionaire Boys Club NY flagship store



Bape NY Flagship

Bape (A Bathing Ape) originally hails from Japan and the first ever store was launched in arguably the style capital of the world; Harajuku in Tokyo. The brand has since grown to become one the most prominent luxury street wear names in the world with a colossal cult following, opening its New York flagship in 2005.


Graphic design is a big part of Bapeʼs culture, whether it’s the ever-cute ‘Baby Milo’ character or the signature camouflage patterns which add an original and unique element to the garments. The Bape store itself is more clinical than the aforementioned style spots, but they do regularly create exclusive instore events and products not found anywhere else, so make sure you check the website before visiting.”

91 Greene Street, New York. Hours: Monday – Saturday 12pm – 7pm, Sunday: 12pm – 6pm

Bape NY flagship store

Bape NY flagship store Bape



The Hundreds NY Flagship

The Hundreds came out of Los Angeles seven years ago and is still keeping its aesthetic as fresh as ever. With design reminiscent of 1980s surf culture and the pioneering independent skateboarding companies of the 1990s, this brand defines effortless style with achingly cool graphics.


Special Tip: Look for the photobooth to the left of the counter, get your picture taken and instantly uploaded to The Hundreds website, viewed by over a million users a month… it doesnʼt get much more rockstar than that!”

96 Grand Street, New York. Hours: Monday – Saturday: 11am – 7pm, Sunday: 12pm-6pm

The Hundreds NY flagship store

The Hundreds NY flagship store




WeSC (We are the Superlative Conspiracy) was founded in Sweden just before the turn of the millennium. It’s now one of the hottest brands on the planet with support from an international cast of ‘informal ambassadors’ the WeActivists who include former professional skateboarder and My Name Is Earl star Jason Lee and cult musicians such as Steed Lord and The Bloody Beetroots.


Much more subtle and relaxed than our other style spots, The WeSC SoHo flagship stocks all the products it’s most famous for, including their branded headphones which started to take the globe by storm last year.”

282 Lafayette Street (between Prince & Houston), New York. Hours: Monday – Saturday 11am – 8pm, Sunday: 12pm – 8pm

Header photo of Broadway and Prince St by Twig_is_the_Future on Flickr.

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Categories: Our Places