Once in a while we find clothing stores we actually like: Odin, Seven, Opening Ceremony, obviously Barneys, hit or miss at Atelier, often In God We Trust, most often 3.1 Philip Lim. Recently, we stumbled into Aloha Rag, on Greenwich St. We fell in love. The clothing is a mix of something mildly familiar, but in a good way (Philip Lim, Tim Hamilton) and brands that will set you apart (Lyle & Scott, Garment House Mania).
Before heading off to the shows in Europe, owner Tatsugo Yoda sat down with us, along with Jeremiah Mandel, and told us all about our new favorite retail crush: Aloha Rag.
Division Street: We find that there are only a few boutiques we actually enjoy shopping at and ever find stuff to buy. Odin, Opening Ceremony, Barneys and your spot are the only places where we can really get something we really want. Why do you think boutique owners have a hard time with their buying?
Tatsugo Yoda: Thank you very much…I am not sure...I think that we have been fortunate over the years to have gained lots of experience in the business and have built so many great relationships. Being specific about the lines that we carry and picking and choosing the specific items from that line are very important to the success of our business.
DS: You mentioned during our shoot how you wanted the space to have a gallery feel.
TY: We want to show the clothing in our store as art is shown in a gallery. Just as our website has bio’s on our designers, our staff is educated on each designer and is here to share that information with our customers.
Jeremiah Mandel: Like viewing a piece of art in the gallery, it’s the initial visual aesthetic that draws you in, but when you have some background info on the creator the piece grows and details are revealed.
DS: Are there any brands you're not carrying that you'd really like to be?
TY: That answer will be different every season, as things change so often in fashion. Every season there is a different designer I wish to carry.
DS: What are you excited about for next season?
TY: Neil Barrett, I really like everything for next season.
JM: He created a Jack Purcell-esque sneaker without the red smile on the top of the toe. I know it’s the shoes trademark, but I've wanted one without it forever.
DS: What new designers are you bringing in for fall that you cannot wait for us to see?
TY: A men’s line from Japan called Sixe. Their tailoring, quality and attention to detail is what makes the clothing stand apart. Lyle and Scott’s full men’s collection. We are the only store in the US carrying their line. Japan’s Beautiful People, 2 women designers who come from Comme des Garcons. They create adorable clothing for women, inspired by the cuts of children’s clothing. Kitsune’s first men’s line will be out this fall as well!
DS: If you had to wear just 1 outfit, for the rest of your life, what would it be?
TY: Calvin Klein underwear, G.H.M. relaxed fit washed jeans, Martin Margiela collared button down shirt, white leather Converse low tops, and a Patek Philippe watch.
JM: Gap boxers, APC raw denim jeans pegged, Winos black w/ tan sole, Golden Goose basic white tee, Bell and Ross BR 01.
DS: Who chooses the music playing at the store?
JM: Who ever gets to the iPod first!
DS: Where did the name Aloha Rag come from?
TY: In Hawaii the store initially sold vintage clothing before bringing in high end designers. So back then, Aloha Rag just fit.
DS: Who is the epitome of "NY"?
TY: Al Pachino
JM: Mordechai Rubinstein
DS: What are three spots in NY you like to eat at?
TY: Kyo-Ya, Giorgione 508, and Hakubai in the Kitano Hotel.
JM: Bushwick Tortilla Factory, Lupe's, BLT Prime
DS: Where did the two of you meet?
JM: Tatsugo and I initially met at the Hawaii store in ‘98. I was the kid buying a couple Project Dragon and X-dreem shirts. That was during Aloha Rag's street wear phase. We were then re-introduced through Ren, the ARNY general manager, and a friend of mine since we were 18 years old.
DS: Aloha Rag is in a neighborhood that hasn't been bombarded by H&M (Soho) and Steve Madden (Lower East Side). What are you favorite places around here?
JM: As far as shopping goes there really isn't much, Rick Owens and Atelier will be our neighbors soon. Hudson Square is a really new neighborhood for these conveniences. There, of course, are the businesses that have been here for years and really trailblazed the area in to a soon to be hot spot. Sway on a Sunday is my favorite. Early lunch and The Ear or Cody's is always a pleasure. A nice dinner at Giorgione, and a beer at the Emerald Pub for a Soccer match. Also there are two Furniture galleries down the block, Johnson Trading Company and Wyeth, that have really amazing stuff.
DS: Aside from Aloha Rag, what are some other great stores in New York City that you like to shop at?
TY: Bergdorf Goodman and Freemans Sporting Club.
DS: Favorite article of clothing right now and why?
TY: Lyle and Scott white polo.
JM: My checkered vans.
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