There is lots that’s new in NoHo adding to its edgy reputation
Besides residential construction at Mulberry and Bleecker and commercial construction at Great Jones and Lafayette, the new in NoHo includes the opening of the two-story Kith store, a restaurant, Broken Coconut at 15 East 4th St. and three more new retailers, Reformation at 39 Bond St., Away at 10 Bond St. and Hatch at 17 Bleecker St. Each represents something unique, and, as usual in NoHo, something edgy.
New Eats
BROKEN COCONUT
Broken Coconut, which opened earlier this month at 15 East 4th St., is for “food-conscious urban bohemians” who are interested in wellness. Open from 8am to 8pm Monday thru Friday and at 11am on Saturdays and Sundays, their format is bowls. From signature coconut yogurt served with dragon fruit, chia, and coconut flakes to some really delicious poki bowls with sesame salmon or big-eye tuna and a great assortment of raw, lightly steamed or roasted slivers of vegetables, nuts and seeds, the fare is light, flavorful and unusually filling. They also do some great things with avocados and whole grain toasts with a rotating menu of kombucha drinks lightly flavored with fruits or herbs. Check out the NY Post review
New Retail
KITH
Though not entirely new in NoHo, on Friday, October 6th, Ronnie Fieg opened his new Kith store at the corner of Lafayette and Bleecker from the previous location at Broadway and Bleecker. A brand famous (infamous) for the online hype that feeds constant demand for his inventory, Kith is one of several NoHo retailers changing the nature of the industry. We are hoping that the lines on opening day aren’t a harbinger of more sidewalk clutter to come, but we’re certainly happy to have the cutting edge in our mist – even if we have to evolve a little.
When he announced the new building, Fieg asked his Twitter followers to help him come up with a name for it. Luckily, Seth Rogen was able to help out: Kithtropolis. Kithstanbul. Kitheopia. Kithneyland. See coverage in HighSnobiety.com
REFORMATION
Reformation which just opened at 35 Bond St. is part of the new wave in retailing. Featured in Fast Company, the store minimizes racks, maximizes fitting rooms, and fast-tracks custom orders that get delivered to your door. Sound enticing?
Founder, Yael Aflalo, took some of her inspiration from Apple stores. “The floor isn’t cluttered with boxes of products; there are just a few key items that customers can play around with,” she says. So, with only key fashions displayed Reformation is filled with touch screens that can show additional items or coordinating items. Customers make a selection and it is delivered from their stock room to your private dressing room.
But there’s more to the Reformation brand. All other garments are produced by responsible manufacturing partners here in the U.S. or abroad using sustainable methods and materials. They source sustainable fabrics and vintage garments while incorporating better practices to make beautiful styles at a fraction of the environmental impact of conventional fashion.
“Imagine being able to just purchase an item on the in-store touchscreen and have it sent directly to your home,” Aflalo says. “Or picking out a couple of outfits on the internet at home, and having them ready for you to try on when you enter the store.”
AWAY
“What do people actually want in luggage? A phone charger, unbreakable exterior, and maximum packing space at a resonable price is what Away discovered. So it built a line of sleek but expansive polycarbonite suitcases equipped with battery packs, and sold them direct-to-consumer.” That’s Tech Crunch’s opening to pretty interesting coverage.
Away’s co founders, Steph Korey and Jenn Rubio, just opened their flagship retail location at 10 Bond. Another concept in the new wave of retailing, this location shows product and gives customers plenty of space and time to choose and customize their purchase.
Judging from the constant messengers leaving their store, we’re guessing their in-store concept and online ordering is about to jiggle the luggage and travel industry. Nice work, Ladies.
HATCH
Devoted entirely to clothing for the expectant and new Mother, Hatch, just opened at 17 Bleecker St. Designer Ariane Goldman created the label in 2011 after being underwhelmed by what she saw on offer when she was expecting her first child.
“I started designing Hatch because I didn’t want to buy maternity clothes,” she says. “I was feeling beautiful in a new way and there weren’t any clothes making me want to celebrate this time,” says Goldman. So, their line targets mothers before, during and after pregnancy with glowing reviews from Vogue and Racked.
“The best-made, most comfortable, and cutest maternity clothes I own are all from Hatch. I love the The Longsleeve Tee ($98) and the Perfect V Tee ($88). My BEST maternity purchase was their Night Out Leggings ($148), which are insanely comfortable and sexy,” writes Tiffany Yannetta at Racked.
What’s the next new in NoHo, a closing, actually. The iconic NoHo Star has announced its closing December 31st. Sadness abounds.
Less-New Retail
Boglioli gets some love from the NY Times, When a Man Needs a Suit
Ulla Johnson collects kudos from Refinery29
Esquire thinks Filson’s Made-in-America Boots Are Perfect for Fall
Maria Cornejo has a book, according to NY Times T-Magazine: Maria Cornejo moment, a watch book filled with stories — and puffer coats for dogs.