Coat of Arms - Street Wear Culture

Brian Procell and Naghman Chaudry’s Coat of Arms, opened May 4th, and aims to be the premier location for high end fitted caps in New York. The 400 square foot retail space is brought to life by 70’s vintage flocked demask wallpaper, Ralph Lauren Studio Purple paint and mahogany shelving with brass accents. The store plans to carry its own brand of custom fitted caps as well as a mix of street wear and fashion brands such as WESC, Eriffs, Secret Destiny, Evisu, Freemont and Subscript. In addition they will stock 80’s deadstock Starter, The North Face, and Obermeyer jackets and a selection of collectible toys. As well, they will also soon be acquiring some extensive vintage collections of Polo Sport USA.

While we are seeing a proliferation of stores and companies with similar ideas (especially in the fitted cap market) that seem to be competing for the same clientele there obviously seems to be a market for this as despite constant closures and fierce competition many companies continue to thrive in an already cluttered market. Partially buoyed by hip-hop/sneakerhead culture and partially buoyed by Japanese street culture obsession it seems as if these stores will continue to exist until the next big cultural wave comes. However, in some respects it seems like these stores might be around to stay for a long while yet as fitted hats are blowing up, as can be witnessed by the meteoric rise of the now ubiquitous New Era fitted cap which is now present in not just hip-hop culture, but skate culture, and other youth cultures. As well, with the cultural cross-overs and hybridizations, such as hip-hop/skate (look to Lupe Fiasco, Pharell, etc. or even at many young hip-hop kids skating around Manhattan) many staples and trademarks of one culture are spreading to the other and brands from one culture are collaborating with the other such as the DC/New Era collaborations. On the other hand the turn to the 80s and 90s in sneakerhead culture is keeping demand for classic deadstock high as Nike and other companies continue to release kicks with colorways one can only describe as reminiscent or definitive of eras past. Come on, I dare you, just try finding some gear released this season to go with those hot pink and neon yellow Air Max’s you just copped.

COAT OF ARMS
43 Clinton St (Between Stanton & Rivington)
New York, NY
Hours: 11am - 8pm, 7 days a week