Image via Complex Original
For years, the most significant Seattle natives to hit New York were companies like Starbucks, Microsoft or maybe, if you’re a 65 year-old white man who winters in the Keys, Tommy Bahama. Popular, sure, but not the most stylish assortment to rep Washington state. Thankfully, that all changed back in September, when retailer Totokaelo opened the doors to its first Manhattan location.
Totokaelo, which founder and CEO Jill Wenger launched in 2003 as a women’s shop before expanding into menswear ten years later, was already reaching a global audience from its Seattle home base thanks to its e-commerce business, selling pieces from designers like Rick Owens, Raf Simons and Patrik Ervell. But, the full Totokaelo in-person experience is another beast altogether—and now, it’s one that East Coast shoppers can enjoy as well.
With the dedicated men’s section re-opened after recent renovations, we’re even more convinced that Totokaelo New York is about to become your favorite shopping destination. In fact, here are 5 reasons why, along with an exclusive look at the revamped men’s space.
1. That new men's department.
The shop occupies a former private residence on Crosby Street in Soho, with the men’s section located on the bottom two floors, including the basement. When the boutique first opened this fall, the basement walls were painted dark. “We tried something initially with the black wall color, but got over it swiftly,” explains Wenger. Now, its arched stone ceiling has been given a fresh take in white with two new, sizable fitting rooms—and the option to revert back to its former status as a neighborhood party spot. “The prior tenant converted the basement into a grotto of sorts and dug and paved his own swimming pool,” Wenger says. “We drained the pool and covered it with wood flooring. Who knows, maybe one day that gets opened back up?”
2. Check the brand list.
Acne Studios. Common Projects. Raf. Robert Geller. Jil Sander. Dries Van Noten. The assortment of designers and brands at Totokaelo reads like the dream wardrobe of a guy with great style (and a ton of disposable income). And nestled in with the big names are newer labels and brands that aren’t widely available in the US, alongside art and objects for the home, too.
3. The staff is actually cool.
If you’ve ever shopped at a high-end boutique, you know service can be hit or miss, with some employees so standoffish and pretentious that they border on hostile. That’s not the case at Totokaelo. The staff is approachable and friendly. Since they don’t use cash registers—transactions are done via iPad—there’s always someone nearby to help you out. And they’re especially keyed in to first time visitors who may not have a closet full of Yohji at home. “Our team has insane style,” Wenger says. “They are really good at helping clients evolve their style or discover their next thing.”
4. Exclusives are there - if you look for them.
The shop stocks a healthy amount of clothing you won’t find anywhere else, although it’s rarely pushed front and center. “We always carry exclusive product,” Wenger notes. “We end up with exclusive product because we love collaborating with designers and creating fabric/color combinations we know our clients will love.” Doing a little digging among the racks is the best way to spot those one-of-a-kind finds.
5. It's ok to stay awhile.
“We want people to feel comfortable dropping by to say hi or hang out,” Wenger says. “We strive for warm, informative, fun and inclusive.” With both a lower level smoking patio and a sundeck up top, you’d be forgiven if you wanted to take a break from browsing to kick back for a few. And if the weather isn’t conducive to outdoor lounging, there is plenty of furniture sprinkled throughout the shop, all of which seamlessly matches the product Wenger brings in—especially two custom-carved wood chairs by artist Aleph Geddis. You may never want to go home.
Visit Totokaelo at 54 Crosby St in New York.
