Streetwear brand Stüssy just opened a new flagship store in Nolita

If you happened to walk along Prince Street over the weekend and noticed a long line of cool-looking young adults stretching down the block, that's because they were all waiting to get inside the newly-opened Stüssy flagship store in Nolita.

Located at 50 Prince Street, the brand's latest major location features some pretty chic touches blending minimalism with a retro vibe for a zen-like shopping experience geared towards streetwear aficionados.

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Although Stüssy was founded in Southern California in 1984, the brand directly birthed much of the streetwear we now associate with New York City—most notably, Supreme, which was created by James Jebbia, a designer who was part of Stüssy's founding team along with its namesake, Shawn Stüssy. 

Stüssy has gone through many iterations of itself, hitting a peak of cultural relevance in the late ‘80s, and has recently regained notoriety for its collaboration with Nike and other major brands. It's also garnered love from a younger generation that appreciates its classic streetwear style that has stayed relatively consistent throughout the decades. 

The new flagship is located inside the 5,600-square-foot space that previously belonged to the McNally Jackson bookstore. The inside is the embodiment of minimalism, with lots of wood incorporated into the space and the occasional brutalist cement wall. 

The store was designed by the studio Perron-Roettinger, which is also responsible for Stüssy's Milan, Singapore, Beijing and Fukuoka, Japan locations, per HypeBeast. Stüssy's former flagship had been located at 176 Spring Street before it closed at the end of 2023 after operating for 14 years. 

You can visit the new Stüssy store Mondays through Saturdays from 11am until 7pm or Sundays from 12pm till 6pm.