Every Cool Brand Is Opening a Store in NYC Right Now—9 to Pop Into Immediately

It should come as no shock to anyone reading this that I like to shop. As well as being a significant aspect of my job as a fashion editor, it's also my favorite pastime, one that I'm lucky enough to partake in quite frequently living in NYC's busiest shopping hub. That said, even I sometimes bore with the same fast-fashion shops, multibrand retailers, and department stores that have lined the streets of SoHo and beyond for years, wishing for some new spots to pop up and keep things interesting.

Luckily, it appears that I'm not the only one who's fed up with the sartorial status quo in America's fashion capital, with some of fashion's coolest brands biting the bullet in the last few years and at last returning to brick-and-mortar life in downtown Manhattan. From minimalist Toteme, known for its blanket coats and elevated basics to Instagram-favorite Staud, a brand beloved for its mid-range handbags and bright-colored dresses, every in-the-know internet brand is taking root in NYC of late. 

Scroll down for a sneak peek at some of the city's coolest new stores, including Courrèges, Sandy Liang, Bode, and more. And stay tuned for more openings in the future. 

WHERE: 45 Greene St, New York, NY 10013

Sarah Staudinger's L.A.-based fashion brand Staud opened its doors in NYC in October, celebrating its arrival in the city with a party first in the Greene Street store and later down the street at Felix, where a star-studded guest list danced to music by DJ Sam French to escape the deluge outside. The store itself is just as much a haven as the restaurant was that evening, with warm lights, velvet dressing rooms, and gorgeous pieces galore, all of which will make anyone who steps inside never want to leave. Trust me—they practically had to throw me out. 

Staud has and always will be all about show-stopping pieces that toe the line between aspirational and accessible given the brand's mid-range price range. Take, for example, this shirt-and-skirt duo I tried on, neither of which topped $330, despite looking wildly expensive. The miniskirt appears especially luxe, with its oversize bow detail and train. 

Easy wardrobe essentials line the brand's new NYC boutique, with wide-leg trousers and everyday bags like this mini tote style immediately catching my eye. Sure, you can go in and find the perfect wedding guest look no problem. But don't let that fact stop you from stopping by for something a touch more paired down too. 

Four words: Always trust sales associates. This backless midi dress wasn't on the floor yet, meaning that I never would've had the immense honor of trying it on without the help of Judy from Staud, who ran into the back room to grab my size and insist I slip it on. 

No lie, I haven't stopped talking about this dress and subsequently sharing a link to it to all of my friends since the day I popped into Staud nearly a month ago. Like the aforementioned miniskirt, this deep-V mini features a giant bow train in the back as well as a sequin bralette that can be worn or not worn depending on the vibe. 

WHERE: 58 Hester St, New York, NY 10002

Emily Bode opened her Lower East Side shop on Hester St. in 2019, three years after launching her eponymous menswear brand. Since, the Emerging Designer of the Year winner's label, derived from tailor-made pieces crafted from vintage materials, has taken over the fashion zeitgeist, and not just in the menswear sector, but the womenswear one too. Though her work can be found at the likes of Moda Operandi, Nordstrom, and MatchesFashion, there's nothing quite like shopping IRL at her Hester St. store, where this time of year, you'll be greeted with pine trees, retro holiday music, and extremely well-dressed clientele and employees. And while you're over there, stop by Bode Tailor Shop where you can pick up a coffee and drop off any garments that need mending, hemming, or shaping. 

WHERE: 104 Grand St, New York, NY 10013

Just in time for the arrival of New York Fashion Week in September, French fashion label Courrèges made its epic return to SoHo with a futuristic boutique on Grand St. From its wall of rainbow-colored vinyl jackets and miniskirts to the trippy mirrors lining its funhouse-like (in a good and oddly flattering way) dressing rooms, the store is everything you'd expect from the '60s mod brand that's become a fan favorite on TikTok. 

Entering the Courrèges store is more like walking into a museum than a SoHo boutique, though in this case, you can actually touch the art. Better yet, you can put it on and perhaps even buy it. 

I couldn't possibly go into Courrèges and leave feeling satisfied without trying on a vinyl jacket and miniskirt. Specifically, I chose a fur-collar jacket in all white and its matching bottom, both of which made me feel like a mix between Edie Sedgwick and Twiggy. And who can complain about that? 

WHERE: 339 W Broadway New York, NY 10013

To offer her customers a downtown alternative to her brand Kes's Upper West Side store, designer and owner Lia Kes Berman opened a small boutique on West Broadway back in January. Full of silk slip dresses and separates as well as luxe leather and suede outerwear, the cozy shop is perfect for all your last-minute dressing needs, whether it's a date-night dress or a chic topper. 

WHERE: 28 Orchard St., New York, NY 10002

Beloved NYC-based designer Sandy Liang opened her Orchard St. store on the Lower East Side at the tail end of 2020, just down the street from local favorite eateries like Scarr's Pizza and Kiki's as well as new hot spots like Corner Bar and Nine Orchard. Set in a stark space, the open-air store is warmed up with Liang's signature pastel and fluffy apparel, as well as footwear, which just launched in September. 

WHERE: 140 Wooster St, New York, NY 10012

Part retail destination part coffee shop, Nanushka's Wooster Street store in SoHo is everything a wandering shopper could ask for, especially this time of year when the weather starts to take a turn for the dismal and dreary. Covered in soft, neutral shades and padded surfaces, the Budapest-based brand's shop, opened in 2019, will make you want to stay a while, not to mention try on, well, everything. 

Ahead of my recent trip to Aspen, I popped into Nanushka to scan the brand's selection of felt and fringe pieces, all of which would've had me showing up to the Colorado ski town looking just like Kendall Jenner (goals). Especially awe-worthy was this skirt-and-blazer set in soft, cocoa brown. 

I've never run to try anything on faster than I did when I spotted this faux-fur biker jacket. Naturally, I had to pair it with Nanushka's cult-favorite faux-leather pants and an equally luxe handbag, both of which only made my statement outerwear shine brighter. 

If you follow me on Instagram, you probably already know that I'm a sucker for a maxi skirt, so when I saw this suede option and matching jacket, putting them on was a no-brainer. On top, I added a super-warm black coat to make the outfit a bit less one-dimensional and Nanushka's bag of the moment called the Origami Mini Tote. 

New NYC Stores


Courtesy of Toteme

WHERE: 49 Mercer St, New York, NY 10013

If you see someone looking irresistibly chic walking around the city, chances are they're wearing at least one article of clothing from the Swedish fashion brand Toteme. And now that the label has its own store on Mercer Street, said chic passerby likely bought the piece IRL. With high ceilings, bright lights, and eye-catching furniture, the SoHo shop is a perfect place to sit back, relax, and invest in some incredible outerwear that will soon have randoms on the street drooling over your outfit. 

WHERE: 83 Orchard St, New York, NY 10002

South African fashion designer Daniella Kallmeyer has been in the industry for over a decade, first getting a degree at the London College of Fashion before working for established brands like Alexander McQueen and Proenza Schouler and eventually launching her own namesake label in 2012. Her flagship store on the Lower East Side, however, has only been around since 2019, though it's quickly become a staple of the popular downtown neighborhood. Full of handmade furniture, natural skincare products, and minimal, luxe garments, the shop is a must-visit for anyone heading down Orchard Street.