VK Nagrani’s new Soho store is a luxurious ‘boys club’ for industry titans who are looking for suede garments and $1,000 Vicuna socks. All (rich) men are created equal, and celebrities aren’t given special treatment. If customers choose to pay using their American Express ‘Centurion’ black card, which requires a $250,000 minimum annual spend, they automatically donate additional $250 to a cause of their choice.
Owner and founder Vivek “VK” Nagrani said his store aims to revive a seasonless, masculine, unique way of thinking about clothing. “We have totally lost that sense of masculinity. Have we become a world that finds satisfaction in buying shit out of a box? No wonder people are so lonely.”