On Saturday, March 9, sneaker resale shop Urban Necessities will open up their first New York City outpost inside American Eagle’s SoHo flagship at 599 Broadway, on the corner of Broadway and Houston.
A first for both brands, the partnership will bring Urban Necessities’ coveted sneakers from Nike, Adidas, Supreme, Anti Social Social Club and more to AE’s SoHo store location to create a one-stop-shop for jeans and sneakers. The shop will carry some of the most sought-after sneakers — including special-edition Walhberg 4’s and DJ Khaled collections — ranging in price from $150 to $50,000.
“For me, Urban Necessities is about providing a different experience for the customer that they won’t find at other retailers,” says Urban Necessities’ founder Jaysse Lopez. “For example, our sneakers are not wrapped, like you would find in other stores, and there are multiple ways for the customer to win product.”
Winning stuff is always fun!
“I’m excited to expand the Urban Necessities brand to New York because, from an inventory standpoint, the city gets allocated the best product,” Lopez added. “Establishing the brand here will also give us the opportunity to build stronger relationships with consignments in the Tri-state area. Additionally, the specific location in SoHo puts Urban Necessities on the map [on] a global scale with the high traffic of tourists from around the country and internationally.”
It’s a good deal for American Eagle too, partly because it feels so unexpected. “Like jeans, sneakers are essential to self-expression,” said AE global brand president, Chad Kessler, “and up to this point, AE has not had the right opportunity to engage with sneaker fans in a way that would excite them or do justice to our jeans. We like to try different things to keep the shopping experience exciting for our customers so pairing our AE jeans with the coolest sneakers seems like the perfect fit for our brand.”
True, many of American Eagle’s customers may not be able to afford Urban Necessities’ most-hyped styles, like the 2016 Nike MAGs the shop is selling for a cool $50,000, but that’s not really a problem. “We know that many of our customers are very engaged in the sneaker market,” says Kessler. “They will be thrilled with the assortment that Urban Necessities has created. I believe that some will be excited just to see the sneakers and many will be able to engage in the brand by both buying and reselling great sneakers.”
The special shop-in-shop will be open Monday through Saturday from 10am to 9pm and Sunday from 11am to 8pm.