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Last week, In God We Trust opened its fourth store, this one at 70 Greenpoint Avenue between Franklin and West Streets. Off the top of our heads, we can't think of any other Brooklyn-based mini-chain that has a store in Williamsburg and one in Greenpoint, but if the strategy makes sense for anyone, it's In God We Trust, which has been helping hipsters dress like cast members of the Royal Tennenbaums for almost five years now.
The new store is the biggest In God We Trust Yet—over 3000 square feet, if you count all the studio space (and even if you don't count, the 1200-square-foot retail area alone is pretty sizable.) Owner Shana Tabor plans to use the extra room for internal, business-growing ventures, including design projects, possibly a photo studio, and the occasional event. As for the boutique, it's essentially a magnified version of the other shops with the same vintage-with-a-twist aesthetic, right down to the delicate jewelry printed with phrases like "Best fuckin friends."
· Now Open: In God We Trust (Greenpoint) [The Thread]
· Party On! It's a Mix of Gin and Goody Bags At In God We Trust's New Greenpoint Outpost [Refinery29]