While luxury brands are everywhere,
there’s something more special about shopping for local, New York-born labels—
brands that truly capture the city’s style and spirit.

Here are WAUG’s top picks for the best local brands to check out in New York City.


1. Noah – Where Streetwear Meets Conscious Living

Created by the former Supreme creative director,
Noah is a streetwear brand with a mission.

Sustainably made and ethically produced,
Noah’s tees, caps, and hoodies don’t just look cool—
they come with a message.

Perfect for bringing home a little piece of New York street style.

Address: 195 Mulberry St, New York, NY 10012


2. Aimé Leon Dore – The King of New York Lifestyle Brands

If you’re looking for that effortlessly cool New York aesthetic,
Aimé Leon Dore is it.

With retro-inspired designs and sleek color palettes,
their pieces feel like timeless NYC staples.

Don’t miss visiting their flagship store in Nolita—
the vibe alone is worth the trip.

Address: 214 Mulberry St, New York, NY 10012


3. Glossier – Beauty the New York Way

Light, fresh, and effortlessly cool—
Glossier revolutionized beauty by making skincare and makeup
fun and approachable.

Step inside their bright pink SoHo store,
try out the products yourself,
and leave with that "I just shopped in New York" glow.

Address: 72 Spring St, New York, NY 10012


4. Steven Alan – Minimalist New York Casual

Known for their clean, understated designs,
Steven Alan offers everything from everyday wear
to stylish accessories and home goods.

Perfect for picking up a practical yet stylish New York souvenir.

Address: 103 Franklin St, New York, NY 10013


5. Cali Studio – Where New Yorkers Shop for Home Vibes

Cali Studio is a hidden gem loved by designers and creatives.
With furniture, lifestyle products, and art books,
this store is a treasure trove of true New York apartment style.

Address: 88 Forsyth St, New York, NY 10002