This is getting its own post because it is so amazing and because I can’t find any trace of it anywhere on the interweb. Anyone have any clues?

G. spotted in front of Alton Lane on Harrison. I applaud his instincts. This is news.

Someone enlighten us! My only guess is it is a riff on the Giorgio Armani fragrance called Acqua di Gio Profondo, since the font is similar. But why Tribeca? Are they targeting bespoke men’s clothing stores??