The dream of the ‘90s is alive in…Chelsea? STORY shop owner Rachel Shechtman knows what shoppers want—and yes, it’s to relive our youth (hi, millennial friends) by spending our “allowance” on Spice Girls makeup bags and sandals decorated with the characters from The Ren & Stimpy Show.
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If you’re not familiar with STORY, this is NYC’s only ever-changing concept shop, which unveils a new shopping installation every couple of months. The current experience, a 1990s revival dubbed “Remember When,” is open through September 18, and has more nostalgia than you can fit into your AIM away message.
STORY has teamed up with over 25 brands to create items that capture the spirit of old-school Nickelodeon—think Double-Dare inspired Keds and a stonewash denim jacket by Gap. Sorry guys, no pogs here, but you can find them in Brooklyn, apparently.
There are a ton of great brands involved, including State Bags and Out of Print! as well as Samsung, Smashbox, Bamford Department Rolex Watch, WattzUp and so many more.
The best time to check out the shop is during STORY’s #TBT Happier Hours every Thursday from 6-8pm. You can raise the roof with ‘90s-inspired foods, strong cocktails and (totally requested) music from DJ Saz—and it's all free! It’s going to be tight.
144 Tenth Avenue (212-242-4853, thisisstory.com).