o you consider yourself fashionable? Do you consider yourself a male? Then this is the New York shopping spot for you. Owner Greg Armas (who trained in the world of effortless cool while running L.A.’s Scout) has created a shop stocked full of classic and contemporary men's clothing, antiques and vinyl. His goal is to exclusively sell anti-trend pieces. For those uninitiated in the art of cool, that means nothing in the store will be popular or recognizable…cause that’s just lame.

The styles and brands of the cloths vary pretty significantly. You’ll see Ksubi fishnet-knit sweatshirts sitting next to a hand-painted vintage black-velvet waistcoat. Kerulean Stacey Adams trainers and placed along with kente cloth sneakers. New or vintage, formal or informal, it’s all the same here. The only thing that connects all the items available in the store is the undeniable and unbelievable sense of cool.

You won’t find anything here that all your friends are talking about. You’ll find clothes and music they’ll be talking about in a year. Stock up at this shop and you’ll be known as the guy who introduces new and exciting style to the group. Oh sure, you’ll just be blatantly copying someone else (and paying quite a bit for the right to do so), but none of your friends will know. It’s the perfect place to visit during a trip to New York. If your friends discover the store after you, all is lost. But if they don’t even live in the city, no one will ever know. It’s finally time for you to be the cool guy.

174 Ludlow Street, New York, NY

212-253-5393