Patron of the New
151 Franklin St.
(bet. Hudson and Varick)
Apparel (Men), Apparel (Women)

Patron of the New stocks very downtown fashion—for those of us who remember when “downtown” meant something. The brands are not well-known outside fashion circles: At launch, they included Denis Colomb, No Editions, GASA, Ronald Pineau, Reinhard Plank…. The goal was for the store to feel like someone’s studio, and indeed, much of the merchandise isn’t even on view—the black cabinets along the western wall are filled with children’s clothing and shoes, sunglasses, candles, and more. Patron of the New carries some menswear, but mostly it caters to women who like challenging, interesting fashion.