Finally, men are getting to benefit from the big world of little shops. Finding a carefully curated boutique can be just as good, and much cheaper, than hiring a personal stylist. Someone else hunts down the hard-to-find or one-of-a-kind items that fit your carefully crafted image and conveniently puts them all together under one roof. New York is now host to great small stores with multiple labels and vintage finds that cater specifically to all the young dudes:
Watts on Smith
248 Smith Street, Brooklyn,
Watts on Smith has nailed its demographic perfectly. It is a no-nonsense shop with tried-and-true labels like Fred Perry, Penguin, and Vans, all of which have their roots in retro non-fashion. If you want to look like you care but not too much, these are the clothes for you.
668 President Street,
Understatement—sparse atmosphere mixed with equally sparse clothes—is the key concept at Oak’s new location in Park Slope (its brother store is in Williamsburg). Button-downs and pants with unassuming character and just-right details like those by Marc by Marc Jacobs and Steven Alan make this a must stop for Brooklyn boys.
328 East 11th Street,
Thank the god of the gods for Odin, a head-to-toe shop with clothes and accessories in the East Village. The items have that future-cool Japanese or French vibe with picks from Comme des Gar Y-3, and many emerging designers you’ll be glad to discover, as well as a constantly updated selection of limited-edition T-shirts.
Atelier New York
125 Crosby Street,
Filling a need for aspirational men’s fashion, Atelier is a boutique that challenges the status quo. Here you’ll find garments that are elevating the craft of menswear without being fussy. It takes a true individual to pull off aged white leather pants by Ann Demulemeester at $1,200, but as evidenced by this being the store’s fourth year, you guys are out there.
262 Mott Street,
If you need to stock up on labels but don’t care if they’re last season’s, go to Ina Men for designer consigment. A recent visit to this Nolita pioneer yielded an Armani suit for around $350, an argyle Pringle sweater for $40, and a nice full rack of all types of designer jeans.
117 East 7th Street,
A brand new addition to the scene, Underdog recently popped up on East 7th, which is fast becoming a destination shopping strip. The dark décor looks serious but the selection of items by Steven Alan, Wrangler, and Swedish designer Filipa K. will contribute clean and laid-back additions to your wardrobe.
218 East 5th Street,
Brothers Sage and Julian Kim keep their store filled with clothes from their own label, accessories on consignment from friends, and a vast selection by APC. They go a step further than most stores by also selling eco-friendly Naturally Yours laundry detergent to wash all your new duds in.