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Normcore: Why Dover Street Market Picked That Odd Address

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Dover Street Market is in luck.

For months leading up to the high fashion emporium's Manhattan opening we wondered—what could team Dover have seen in their milquetoast east side address?

We saw yogurt shops, nail salons, bro bars, and bank branches. We saw regular dudes in regular suits and ordinary women clutching ordinary Coach bags. Not exactly the types who line up to buy esoteric art-fashion that can cost around $2,000 and not actually ever be worn.


This is Normcore, via The Cut.

But then Normcore happened, didn't it? Then Patagonia fleeces and white New Balance sneakers and souvenir baseball caps and dad jeans (and mom jeans) and big white athletic socks with big ugly shower sandals ousted Alexander Wang as the uniform for the young and fabulous Downtown (plus Bushwick) set.

Those trappings—those Jerry Seinfeld Normcore trappings—are Lexington Avenue in the 30s. Dover Street Market's block is, literally, the Normcore of New York real estate—those bland mid-century highrises, those sports pubs and tax prep store fronts, those modest walk-ups that house some of the last middle class regular normal people clinging to the last bit of convenient Manhattan housing they can. In other words, the very brick-and-mortar embodiment of Ugg boots and blousy Men's Warehouse suiting.

So congratulations to Dover Street. You showed us. You truly did hone in on the very coolest corner of our town. We never could have known.

Too bad all the very coolest people no longer want any of that Saint Laurent or Play. They're at Eddie Bauer. Being one in 7 billion.

· All Dover Street Market Posts [Racked NY]

Alexander Wang

103 Grand Street, New York, NY 10013 212-977-9683 Visit Website

Dover Street Market

160 Lexington Avenue New York NY