Swiss Lifestyle Brand Adding Flagship Store Near Space Ninety 8

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.

Adding to the growing number of retailers on Williamsburg's North Sixth Street is What?—that's their name, not a question. The Swiss lifestyle brand will be opening their first U.S. store this fall at 106 N. 6th Street, formerly home to Italian restaurant Osteria Il Paiolo.

"Opening in Williamsburg is an excellent opportunity for What? to position itself among the leading trendsetters of New York," brand marketing director Sami Salmenkivi, said in a press release. "It will model the ideation of a concept store, while truly rooted in the surrounding neighborhood with refreshing touches for the local Brooklynite."

The release further mentions its proximity to other noted brands on the block—American Apparel, Sandro, A&G Merch, and Blue Bottle Coffee as a selling point to that location.

What? will be debuting their first line of watches at this store. But the company won't even tell what those watches are going to look like—their website directs you to a single page with their future address. Guess we'll have to wait until later in the year to see what's in store.
· What? Watch [Official website]
· Local Stores Respond to Being Kicked Out of Williamsburg [Racked NY]