Stance opens first flagship store in New York City
Stance, the California-based sock company, on Tuesday opened the doors to its flagship store in New York City. The 2,000-square-foot retail store is located at 510 Broadway in SoHo.
The Stance flagship store, which was designed by architectural partner, Skylab Architecture and interior designer Danny Gonzales, invites the public into the world of Stance. Upon entering the store, customers are welcomed by a tunnel of inspiration featuring floor-to-ceiling wall portraits of the sock company’s many Punks & Poets collaborators, and find stories behind the brand’s design process.
Customers will have the opportunity to design a custom pair of socks via an in-store Apple iPad Pro and watch their designs get made through Stance Canvas. The centerpiece of the flagship is a mural that debuted a collaborative multimedia project from photographer, Kassia Meador and artist Russ Pope. The mural will be updated throughout the year to display art from the brand’s Punks & Poets.
“When first scouting locations for our flagship store in New York, we wanted to find a building with character in a neighborhood that combined art, fashion and street culture, while paying homage to the local heritage,” said Dan Levine, EVP Brand Development and Retail at Stance Socks. “This city is the home of countless iconic cultural influencers that have inspired the brand and is the ideal location for our first flagship store.”
The flagship store is situated in a 100-year-old building, which gave Stance the opportunity to work with the Landmarks Preservation Commission to bring the heritage of the original building to life with a modern twist. This opening puts a cap on an eventful year that has also seen a $50 million investment, the beginning of its partnership with NBA and the launch of its collaboration collection with Rihanna. The company has also announced that it will launch an underwear line later this year.
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