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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Men’s Retail Is Booming in Manhattan

Menswear and streetwear brands are opening stores in downtown Manhattan at a moment when young consumers are changing their shopping habits and digital marketing has grown stale.
Inside Awake's store on Orchard Street in Lower Manhattan, which opened in June 2023.
Inside Awake's store on Orchard Street in Lower Manhattan, which opened in June 2023. (Awake)

Angelo Baque says he never envisioned opening a store for his 12-year-old, New York-based streetwear label Awake because of how challenging it is to run a brick-and-mortar business in Manhattan.

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Further Reading

Why Menswear Is Getting a Marketing Refresh

As critics argue that menswear labels’ homogenous marketing style has made for a feeling of boredom and sameness in the sector, start-ups are beginning to invest in imagery that will set them apart from their competitors.

The Glory Days of the Pop-Up Store Are Over. What’s Next?

Rising rents and low vacancy rates have made it prohibitively expensive for many emerging brands to open retail locations — even temporary ones. Scrappy companies have found creative, low-cost ways to reach their consumers, from hotel partnerships and trunk shows to activations on college campuses.

How the Streetwear Customer Is Evolving

Streetwear is by no means dead, but its customers are changing. Today they're embracing a diverse wardrobe that mixes logo T-shirts with heritage brands and traditional menswear or luxury.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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