Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Graham Avenue in Williamsburg—from the L north to the BQE—is long on Italian restaurants and groceries, a little short on ATMs and delis, home to both a reupholster-er and a seller of grave markers and memorials, and now blessed with an Alter. Two weeks young this Friday, the shop is Alter's third location. The first two—one sells menswear, the other sells womenswear—are a part of Greenpoint's Franklin Street destination shopping strip. The newbie, however, is decidedly co-ed.
The shop is crisp and spacious with unfinished walls, gleaming wood floors and electric blue neon outlining the shop's plate glass windows. Up front and to the left, find menswear (Life/After/Denim, Shades of Grey) as well as an assortment of unisex denim and accessories (Cheap Monday). To the left and to the rear: Womenswear (Kill City, Dear Creatures) and women's shoes (JShoes, Jeffrey Campbell, OTBT, Melissa).
Mixed in through out: Spiewak outerwear and Osborn's made-for-Alter canvas oxfords are on the higher end. Bargain hunters and impulse buyers can peruse an array of sunglasses (A.J. Morgan, more Cheap Monday—$20 to $35), flasks, Happy Socks, some fantastic belts (check the kelly green one by Brackney Leather, only $35) and a glut of funky, spiky, slightly baroque jewelry.
The brands—the very stock—is right in line with what's happening at Alter I and II. The only differences this early on are a possible variation in colorways from store to store. As time goes on, however, the shop will probably evolve to better reflect the needs (well, the wants) of the neighborhood. That said, we were told that a whole hell of a lot of the Greenpoint clientele already lived on the Northside so those familiar faces have made for some pretty steady traffic in the new location thus far.
The best part about this new Alter—and this is the best part about all Alters ever—is the prices. The clothes are edgy without being silly and they're practically cheap! Men: You can pick up a slim gray suit in nubby wool with elbow patches for about $310. Ladies: There are some fantastic leather boots and spectators for around $175. And those $20 sunglasses? They're truck stop cheap and look amazing. Welcome to Williamsburg, Alter—we like.
· Alter Brooklyn [Official Site]
· All Alter coverage [Racked NY]