GARAGE makes a pretty good argument for NYC’s best shopping
If you’ve walked down Howard Street past American Two Shot and Opening Ceremony, past the platform jutting out from the old American Apparel where the skaters and photographers sit, you’ll understand why GARAGE’s Melvin Backman has dubbed the four-block stretch the best shopping in the city.
From Reformation to Opening Ceremony, VFILES to Palace, this stretch of Howard Street is basically a luxe streetwear paradise. In a time where many Soho landlords are having to rely on pop-up shops to fill empty storefronts, Howard Street is a bit of an anomaly. Michele Varian, owner of an eponymous home goods store at 27 Howard St., told GARAGE that she’s noticed a “distinct shift in the kinds of shoppers she sees walking by, from creative types that might’ve worked in an agency of some sort upstairs to star-eyed lookie-loos.”
Starting in the ‘90s, Soho moved quickly from artists working out of abandoned lofts to high-end shopping destination with many flagship stores like the five-story, 55,000-square-foot Nike store at Broadway and Spring Street. Paving the way for other retailers, Opening Ceremony opened up on Howard Street in 2002 in a space that used to be an old linen store.
Now, Opening Ceremony is being used to market other real estate listings close by, GARAGE notes. “If you say Howard Street, the first thing you think of is ‘very fashionable.’” Winick Realty Group’s Lee Block told GARAGE. Next time you see a gaggle of skateboarders downtown, you know where they’re headed.