Brothers Emil and Sandy Corsillo launched their e-commerce site, Hickoree’s Hard Goods, in June 2009, featuring a small selection of ties and scarves. One of the best-selling brands on the site was Emil’s own tie line, the Hill-Side, which became so popular (it was even picked up by J.Crew) that the brothers decided they should open a brick-and-mortar store. After a well-received Williamsburg pop-up during the 2009 Christmas season, Sandy quit his job in finance, and the duo channeled all of their energy into opening a Brooklyn storefront. With products ranging from seed packets ($2–$2.25) and Slinkies ($6–$9) to Levi’s vintage jeans ($260–$295), Sandy says he wants customers to feel as if they’re “going into a supermarket and grabbing watermelon seeds while their mom shops.” To create that general-store effect, products hang on a giant pegboard to replicate the front page of the website, while knickknacks such as slingshots ($21), Silly Putty ($2) and toy airplanes ($2–$4) are displayed by the register. Along with the Hill-Side printed skinny ties ($76–$90), Hickoree’s offers Heritage Leather Company top-handle bags ($37–$170), store-brand baseball caps ($48) and Sierra Designs short parkas ($350).