The most talked about collaboration between skateboarding and street fashion of late, Vans’ first brick-and-mortar store champions NYC sneaker institution DQM. Opening today in the heart of SoHo, the Vans DQM General brings boutique founder Chris Keeffe’s well-edited contemporary skate style to a broader shopping audience. From custom-made tables to the handpicked photographs that adorn the walls, the historic space’s lofted ceilings and worn hardwood floors all add to the rustic general store aesthetic.
Patrons can look forward to a full line of co-branded apparel spanning button-downs, tees and hoodies, as well as three shoe styles set to drop mid-October 2011. The shop will also function as Vans’ first and only store in NYC selling all the classics that made the company what it is today, plus some exclusive specialized goods.
Staying true to both companies’ deep roots in skateboarding, the shop sells decks, wheels and trucks from all the same core accounts you’ll find in DQM’s East Village location. By the brushed steel stairs at the rear of the spacious shop you’ll find a selection of youth apparel and shoes, along with an inviting lounge and custom bar area that will presumably host an array of forthcoming skate-enthused events.