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NOHO—Wondering why the windows of Broadway boutique Atrium are filled with celebrities posing under such cruel taunts as "Nobody Loves Atrium"? Wonder no more! The ads are promoting "Nobody Wa s Thirsty," a collaboration between Australian denim brand Nobody, Hollywood restaurant Café Wa s, and the non-profit charity: water. In addition to a shared commitment to making sentences seem poorly proofread, the three companies aim to help those living in places without hygienic drinking water. Buy one of Nobody's Wa s-sponsored $60 shirts at Atrium, and charity:water will keep two people hydrated for twenty years. [RackedWire]
MIDTOWN—From the kiosk files: Today, Local Labels opened a space in the Greybar passageway of Grand Central Terminal. The stand sells only gift items and specialty foods made within the five boroughs, which is very ecologically responsible, and they try to keep everything light enough to travel well, which is very considerate towards weekend house guests who suddenly remember that they need to bring a present while running through the train station. [RackedWire]