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Baldwin Has a New Permanent Home in Soho

Full of Denim, Good Bags and Other Items to Dramatically Increase Handsomeness

By Ilana Dadras ·
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Photo: Ilana Dadras
We're seeing some beautiful new denim in your future.

...a crisp chambray buttondown...

...maybe an apartment-wide product upgrade to Aesop.

All good things. The possibilities abound at Baldwin, the first New York brick-and-mortar from much-adored designer Matt Baldwin, a very necessary and welcome move for the brand after a ridiculously successful pop-up here back in February. It's full of denim, leather and a bunch of stuff that'd make your apartment way nicer, and it's open now in Soho.

You're probably familiar with this guy: GQ named him Menswear Designer of the Year back in 2013, and then Baldwin was a CFDA Vogue Fashion Fund finalist a couple years later. The brand was started in his hometown of Kansas City, and the Midwestern vibe is palpable in the simple, casual styles (sort of), decor involving cow-print chairs and waving wheat (moreso yes) and the "KC" emblazoned onto the odd crew neck tee and bag (very much so).

Enter past the wheat. To your immediate right, a wall full of cool guy-household items—aforementioned Aesop products, nice incense, art books, some potted plants. The rest of the shop is all womenswear on the right and menswear on the left, with short tables displaying carefully curated accessories and denim in between. It's all pretty handsome and basic and highly desirable, the kind of stuff you'd want to (and actually could) wear every day.

And that's all we've really got to say. Here's a look at the place.

Ilana Dadras passes her days writing about good food, talking about good food and consuming good food. Occasionally doing other things, too.

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