You know the photo: a fashionista stands in the center of a wide-open, cobblestone street, pretending not to look at the camera. Of course, there is a reason why the majority of street style photography takes place on SoHo’s signature cobblestone. And that reason is shopping.

With such a diverse mixture of high end boutiques, pop up shops, indie designers and your more affordable old standbys, it’s no wonder SoHo is such a mecca for the clothing-crazed. And as temperatures begin to rise, there’s no better place to get your spring wardrobe in order. So grab that iced coffee and let us show you which SoHo shops will be sure to invigorate your wardrobe along with those springtime blooms. 

Rachel Comey

95 Crosby St, Soho; (212) 334-0455

Founded in 2001, Rachel Comey has long been a beloved NYC indie designer. Being such a staple in the NYC fashion scene, a SoHo flagship is no-brainer. And in fact, early in her career, she sold custom shirts to David Bowie, a legendary SoHo resident. 

The store itself is large and lofty, tucked slightly away from the busier SoHo streets. A skylight in the center of its wood slat ceiling showcases a display of footwear in the center of the room. The choice seems intuitive given that her coveted footwear is perhaps one of the things she is best known for. Somehow this elegant and refined space seems a perfect maturation of the arts and crafts aesthetic that once dominated her designs. Today, her designs feel timeless and chic, even effortless. All while retaining just a touch of that art school vibe we all love. 

Sea New York

324 Canal St, TriBeCa; (212) 966-3067

Though technically Sea New York isn’t in SoHo, it sure is close. Sitting just on the border of TriBeCa, the shop lives quietly amid the hustle and bustle of Canal Street, serving as the first high-end boutique to claim Canal as their home. The inviting, whitewashed space feels elegant and low key, worlds away from the sidewalk just outside the door.

Founded in 2007 by childhood friends Sean Monahan and Monica Paolini, Sea’s aesthetic is best described by the individual preferences of its designers. Monahan’s modern eye perfectly compliments the more romantic, vintage feel of Paolini’s designs. The result is something all at once boyish and dreamy, with a bohemian edge. Think touches of embroidery and lace adorning a well-worn boyfriend jean. 

Henrik Vibskov Boutique NYC

456 Broome St, Soho; (212) 219-3950

Opened in 2011, Henrik Vibskov Boutique NYC was opened with the intention to “reflect the universe” of the multi-talented Danish designer and artist. Judging by the shop itself, that universe is varied, avant garde and always pushing the boundaries.

Housed in a long, narrow room, you’ll find Vibskov’s sculptural, unisex designs amid other designers; some up-and-coming names you may have never heard of and some more renowned and familiar, like Comme des Garcons and Maison Margiela. Either way, the choices all reflect an eye known for its crossover into the art world. Patterns and textures and unexpected silhouettes dominate the rack, taking you well into the territory of wearable art and effectively encapsulating the multiverse that is Vibskov’s own work as an artist. 

Isabel Marant

469 Broome St, Soho; (646) 669-7714

Given that Isabel Marant’s customers seem to epitomize the bulk of street style photography, it’s only natural that there would be a store just inches from the very same cobblestone where its customers will undoubtedly be photographed wearing the goods. To many, Marant was the originator of this “French girl” aesthetic that dominated early street style photography and has only persisted as the epitome of laid-back Parisian cool. But the best thing about Marant’s clothes is that they don’t take themselves too seriously. There is a rock n’ roll edge to them, much like the history of SoHo’s own streets. 

The space itself is as lofty as a gallery, almost a callout to the days when SoHo was lined with such things. Touches of light wood and mirrors adorn the high-ceilinged space and in the center you’ll find a curious, hive-like wooden structure which serves as the home to Marant’s jewelry collection. Something about this unexpected display feels perfectly akin to her brand: rebellious but classic, surprising but nonchalant.

Zimmermann

55 Mercer St, Soho; (212) 226-6440

Founded in 1991, Zimmermann has been around for a while. But it wasn’t until 2012 that NYC was blessed with a storefront. Founded in Australia by sisters Nicky and Simone Zimmermann, the line took its time coming to the states with its first US store having opened in LA in 2011. A decade later, NYC boasts three Zimmermann locations. But our favorite is the first, its SoHo flagship. 

Known for its swimwear (thank you, Australia), Zimmermann’s aesthetic remains as beachy and bohemian as ever. Ruffles and flounces dominate the racks of earth tones and springtime pastel pops. “Luxe boho” might be the only way to describe this aesthetic and their shop houses it well. Designed by Don McQualter of Studio McQualter, the space features a series of clean, light rooms that highlight the bold printed fabrics and feminine textures adorning its racks. 

WORDS Hillary Sproul 

PHOTOGRAPHY sea-ny.com