Patron of the New, a designer boutique in the middle of a quiet block in Manhattan’s Tribeca neighborhood, has two security guards flanking the front door. Inside, the shop boasts roughly 31 racks of men’s and women’s clothing with price tags that frequently climb into four figures, occasionally five. There is a cash wrap adorned with 50 custom-made brass tear drops; a glass-topped jewelry case with nine drawers filled with bracelets, sunglasses, and an eye mask with embroidery that reads “Been up for days on coke” across the front; a $45,000 sequined Balmain jacket that is for sale, although it’s kept out of view in a storage area downstairs; and, on the day Complex visited in May, one man in a Vetements cap intermittently speaking German and rapping along to Playboi Carti on the sound system. There is also, at press time, exactly one review for Patron of the New on Yelp: Five stars, courtesy of Preston V. “Many great brands under one roof in a great location with very helpful staff who are all knowledgeable in fashion,” he writes. “Main brands everyone's here for is Off-White, Enfants Riches Déprimés, Mike Amiri, Balmain, Fear Of God & many more.”

Since 2011, the founders of Patron of the New, the mother-son duo of Lisa and Jonathan Pak, have built a reputation among celebrities and the non-famous alike as the semi-secret, if-you-know-you-know shopping destination that reliably stocks certified big brand (Moschino, Rick Owens) alongside kings of the new guard (Craig Green, the aforementioned Off-White) and up-and-coming names like Palm Angels and Faith Connexion. And they do it without expressing much concern for the traditional means of reaching customers, like, for instance, Yelp! listings.

“Most of our business is from word of mouth,” Jonathan says, his lanky frame perched on the edge of one of the store’s velvet chairs. “Our only advertisement is basically Instagram.”