If you’ve stopped by Paradise Deli in SoHo in the past couple weeks, you might have noticed a fridge stocked with dope apparel instead of quarter waters. This fresh retail concept comes courtesy of Ferris NY, a brand founded by Taylor Conlin in 2010. 

Beverages are replaced by jackets, bucket hats, and hoodies, all of which will be dropping soon on the Ferris NY website. But if you want to check out the #FerrisFridge for yourself, you can visit Paradise Deli at the address below. There will be a brand new item per day, and only sold for that day. So keep checking back from now until June 16 to see what fresh new item pops up. 

In the meantime, check out the lookbook shot by photographer Sean Martin for a closer look at what you can expect at the deli. Just a heads up, though—model Hailey Clauson won't actually be inside the fridge. 

Paradise Deli
243 Mulberry St. 
Open until June 16
Hours: 7 a.m. - 1 a.m. everyday