Best new indie shops: Best preppy attire

It's acceptable---nay, encouraged---to pop your collar in these stores.

By Celia Shatzman Mon Apr 11 2011

Best new indie shops 2011

  • Onassis Clothing

    Onassis Clothing

  • Onassis slim point collar checked shirt, $68, at Onassis Clothing

    Onassis slim point collar checked shirt, $68, at Onassis Clothing

  • Onassis lighthouse print slim-point collar shirt, $88, at Onassis Clothing

    Onassis lighthouse print slim-point collar shirt, $88, at Onassis Clothing

  • Tagg

    Tagg

  • Industry of All Nations espadrilles, $30, at Tagg

    Industry of All Nations espadrilles, $30, at Tagg

  • Paul Frank Wayfarer sunglasses, $150 each, at Tagg

    Paul Frank Wayfarer sunglasses, $150 each, at Tagg

Onassis Clothing

Onassis Clothing

Winner: Onassis Clothing
Festooned with rusty hooks, framed vintage pictures of sailing scenes and props like old radios, this men's-only mecca seems like it could be the official outfitter of Ivy League crew teams. Styles skew toward a conservative New England aesthetic without crossing into yuppie overload. The U.S. brand, which launched last September, is known for Japanese detailing: Basic woven shirts have the signature anchor logo on the buttons, which are manufactured by the oldest button maker in Japan; dress shirts covered in lighthouses ($88) and birds ($68) are classics. But there are fresh, unexpected details too: The label's oxford shirts ($88) are constructed with double-sided fabric. 71 Greene St between Broome and Spring Sts (212-966-8869, ona-ssis.com). Mention TONY at checkout to receive 20 percent off and a special free gift with purchase through May 31.

Runner-up: Tagg
Co-owner Sean Patrick Ryan's pseudo-industrial shop is more street chic than silver spoon: Gents can browse major labels—Gant Rugger, J Brand, Lacoste Live and others—in addition to more under-the-radar outfitters like Shades of Grey and Warriors of Radness, an '80s vintage-inspired surf brand. Shoes by classic retailers (Tretorn, Gola, Jansport) and lifestyle products, including Urbanears Plattan headphones ($64) and Paul Frank wayfarer sunglasses ($112), round out the accessible merchandise. When you're finished shopping, stick around for one of the many free in-store events. Next on the schedule is the launch of fashion photographer Mike Ruiz's line of eponymous T-shirts (Apr 21 7--9pm); DJ Brenda Black will be spinning, Absolut is providing the booze, and there will even be an episode of Logo TV's A-List filming. 720 Ninth Ave at 49th St (212-246-8244, taggnyc.com). Mention TONY at checkout to receive 15 percent off all purchases through May 31.

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