sale, consumerism and people concept - happy family with little child and shopping bags in city

You don’t have to be a New Yorker to know that Soho is the shopping capital of the city. But if you want to shop like a local, steer clear of the big-name chains and head for the hidden gems. Here’s your guide to boutique shopping in Soho.

Blue in Green

If you aren’t making the trip to Tokyo anytime soon, Blue in Green has you covered. Stocking hard-to-find brands like Pure Blue Japan and Momotaro Jeans among many others, Blue in Green’s airy and carefully curated showroom is the closest you’ll get to the Japanese fashion scene without the flight. One of the coolest parts about the store is their recent addition of The Cover Nippon—a loft-like lifestyle section dedicated to showcasing the work of Japanese master artisans.

Blue in Green. 8 Greene St, New York, NY. (212) 680-0555

The Apartment by The Line

The Apartment is a dream loft created by lifestyle brand The Line with a modern minimalistic aesthetic that will make you want to move in on the spot. Towering ceilings, white pillars and majestic oversized windows create a uniquely Soho aura. But the best part about The Apartment? Everything you see—from the satin couch, to the wood-paneled floor mirror and the chic-filled closet—is for sale. The apartment itself unfortunately is not.

The Apartment by The Line. 76 Greene St, New York, NY. (917) 460-7196


Part showroom, gallery and manufacturer, Matter is the pulse of global contemporary design in NYC. Meticulously crafted one-of-a-kind tables, side chairs, ceramics and chandeliers make the showroom an interior decorator’s dream. Check out their in-house line Matter-Made which features unique collaborations with some of the most revered designers in the world.

Matter. 45 Broome Street, New York, NY. (212) 343-2600

O.N.S Clothing

The tall brick walls at O.N.S are lined with the store’s signature urban influenced clothing designed in NYC and Tokyo. But much more than just a clothing store, O.N.S has become a lifestyle destination. A small coffee shop in the back accompanied by a selection of tufted leather couches and chairs make it a great place to chill out and relax amid the busy Soho streets outside.

O.N.S Clothing. 71 Greene Street, Soho, NY. (212) 683-6688

American Two Shot

Housing the latest work from a host of independent designers such as KYE, Anthony Pleeth and Wood Wood, American Two Shot isn’t the cheapest boutique in Manhattan—but you’re sure to leave with something you won’t find anywhere else. Not to be outdone by O.N.S, American Two Shot is home to Café Integral—whose Nicaraguan coffees are sourced and roasted in NYC.

American Two Shot. 135 Grand St, New York, NY. (212) 925-3403