Critical Shopper Jon Caramanica seems to have gotten all emotional after his visit to SoHo's eclectic boutique/gallery/coffee bar/general hangout American Two-Shot. In this week's Thursday Styles, he begins by declaring the city to be made up not of neighborhoods or demographic segments, but of groups of friends whose interactions shape its history. So clearly he's in kind of a different mood this week.
It is the unique, relaxed ambiance of American Two-Shot that has put him in this frame of mind. The store is apparently less a business endeavor, than a depository for a the results of friends' hobbies. There is repurposed vintage wear (using vintage in the loosest way that really just means "used"), and whimsical, handmade items that sound like they may not seem as witty and clever once removed from the confines of the store.
To shop the store properly, you have to treat it more like a clubhouse, with layers you can’t see at first glance. That’s because, as much as this is a retail environment, it’s the expression of the will of a group of intimates, who speak one another’s language, and for which immersion is required.
We actually started wondering how this place would ever survive in a bustling retail hub like SoHo with its aggressively priced rents. It sounds more like something you might find on a side street in a Brooklyn neighborhood transitioning from blight to hipster, and then he lets on that the women's offerings include actual fashion collections from young designers like Porter Grey and Timo Weiland. So it's a real store after all, but one that may make you want to chuck it all to make hand-screened t-shirts and run a two-seat coffee bar.
Critical Shopper: Gaining Entry to That Stomping Ground By Jon Caramanica (NYTimes)
American Two-Shot 135 Grand Street at Crosby Street, SoHo