VFiles Steps Into the Fashion Incubator Game With Soho Showroom

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.

Who says fashion isn't friendly? VFiles has just established a showroom to host emerging designers showcased on their social media platforms to help give them a leg up in the industry, WWD reports. VFiles Third Floor, so named for its location above the brand's 12 Mercer Street shop, will help these newcomers figure out everything from forging an original identity to merchandising and public relations—and social media, of course.

"We needed a way to support and develop our own VFiles Sport Plus line and then we realized that a lot of the brands we were launching through VFiles Made Fashion had the same needs," VFiles founder Julie Anne Quay told the paper. "So we decided to ask them if they were interested in being a part of this with us."

Their initial stable includes Assk, Di$count Univer$e, Andrea Jiapei Li, Ximon Lee, Julia Seemann, Lucid FC and Sam MC London. While the showroom itself isn't shoppable for the public, expect to see these labels well represented in the store downstairs.