LEFT COLUMN: ASHISH FU VARSITY COAT; HOTEL PIGALLE HAT; RUSSELL ATHLETIC ARCHIVE RA EAGLE LOGO SHIRT; VFILES SPORT PLUS MOTO L/S JERSEY; CENTER COLUMN: VFILES STOREFRONT; VFILES T-SHIRTS; VFILES WHATEVER SLIDES; SALOMON SPEED CROSS 3 CS; RIGHT COLUMN: MOSCHINO QUILTED JACKET & SKIRT; ASHISH USA TOP; ASSK REAL TREE LONG BOMBER JACKET
Located on the corner of Mercer & Grand in Manhattan’s Soho, is VFiles, a curated shop, cyber fashion community and new trend-setting mecca for the coolest of the cool. Similar to Supreme on Lafayette and Opening Ceremony around the corner, VFiles has a unique point of view reflected in every item sold in the store, which ranges from high end fashion to technical sport pieces. I was particularly impressed to see a selection of Salomon trail running shoes there, one of the most advanced on the market, chosen for their striking design. I asked friend and founder, Julie Anne Quay about the mix.
“There are three global languages, fashion, sport and music. We try to speak to those audiences. So you have fashion, which is Moschino. You have sport, which is Salomon. You have music which is represented by a lot of young designers that are also hip hop artists and DJs. Ashish is a brand heavily worn by Katy Perry. Rihanna wears a ton of VFiles Sport Plus and Melitta Baumeister.”
VFiles has its own sport line VFiles Sport Plus, but like the Salomon shoe, this customer is wearing these pieces not for performance but for style. Says Julie Anne, “The Salomon shoe looks amazing, but it also does what it’s supposed to do. That is what makes it a great piece of merchandise. The influencers, that top 1% who are setting trends, are looking for form, function AND design.”
Julie Anne is an athlete herself and SoulCycle instructor as well, but has made her career in the upper echelons of the fashion industry and appreciates the style of both. “Clothes speak to you. Like right now I don’t know why, but I really want that Moschino Sponge Bob Coat.” I hear what she’s saying because I really want that Assk Real Tree Long Bomber shown above. It’s all in the mix of sport and style.
VFiles is located at 12 Mercer street and online at VFiles.com