clock menu more-arrow no yes mobile

Filed under:

Soho Newcomer Slowear Wants You to Sit Back and Stay Awhile


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, 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.

Guys that say they hate shopping probably have yet to stop in Slowear. The Venice-based luxury menswear brand opened up its first US store on Prince Street at the end of the summer, and the shopping experience here is anything but typical. The space feels less like a retail store and more like a 1940s European living room, complete with a vintage Italian sofa where customers can relax as they drink a cup of complimentary coffee and listen to the likes of Bowie and The Rolling Stones on the record player.

What's cool about Slowear is that guys can come here to shop for needs both sartorial and hygienic —they sell shaving kits and cologne — without feeling like they're under pressure. None of the sales associates will make you feel rushed; in fact, they'll urge you to sit down, have a drink, and think about what it is you're looking for. Now you see where that name is coming from.

But although there's no pressure to purchase, shoppers might find it hard to leave without at least one thing. The selection of clothing and accessories is pretty killer, and you can tell right off the bat that the quality is the real deal.  Whether looking at a pair of Incotex trousers (starting at $325), or a Zanone knit alpaca wool sweater (around $395), everything is of the highest quality. All the brands you'll see here are owned and operated by Slowear, too.

The best part, though, is that everything in the store is for sale, not just the clothes. So if a customer falls in love with the Jagger print hanging on the wall, or the Simon & Garfunkel album being played on the record player, they can take it home for a price — and that's just plain cool.


116 Prince St, New York, NY 10012, USA