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Inside the Nolita Store That Brings a Taste of LA Style to New York

Courtesy of Tags

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If you're New York for life but have always admired the way that Los Angeles girls dress — graphic tees, skinny jeans, and rompers, of course — then you need to stop into Tags, the new womenswear boutique that just opened on Mott Street near Rebecca Taylor and Diptyque.

It carries a lot of the brands that you probably already know and buy at places like Barneys and Intermix (think Zimmermann, L'Agence, and Iro), but here there's a heavier dose of floral and actual color — the lack of black apparel is the dead giveaway of its West Coast vibe. "We're trying to bring a little bit of LA to New York, because there's always a lot of New York in LA,"  explained co-owner Jackie Rose. "So we thought we'd try the opposite."


What's cool about Tags is that it's a good spot for both great basics and special pieces. There's plenty of super-soft Majestic Filatures tees and classic jeans by Current/Elliot and J.Brand, and more unique finds like Janessa Leon hats and Essentiel Antwerp pouches. It also carries Lafco candles and Voluspa diffusers, which make for great gifts.

The Tags West Hollywood flagship carries a lot of what the New York store offers, but there will be some new brands that Jackie will be testing out here first for pre-fall. Plus Rose is paying attention to what East Coast residents are more likely to buy. "In LA, they like rompers. In New York, they like jumpsuits," she provided as an example.

Even if you're not trying to borrow a new look from across the country, you can appreciate a good pair of jeans or a flowy maxi dress — think of your purchase as taking a sartorial vacation from your all-black New York uniform.


262 Mott St, New York, NY 10012, USA