A Fine Line

On the third floor of a charming old building on Soho’s Greene Street you’ll find one of New York’s most interesting new shops. Somewhere between a showroom and a gallery, The Apartment is the physical incarnation of e-commerce retailer, The Line. Founded by two stylists, Vanessa Traina and Morgan Wendelborn, the Line belongs to a new breed of luxury purveyors. Classic shapes, high quality materials and a totally modern point of view define the collection, which is presented in the light filled loft on Greene.

The Apartment is just that – an expertly edited collection of goods (from fashion, beauty, home and art) presented in situ. Every single item – from the Reed Krakoff blouse to the toothpaste – is for sale. A fun shopping experience for sure, but the real genius of the Apartment is that it creates meaning through association. The elegant stitching on a jacket becomes all of the more impressive when displayed next to a hand hewn wooden table.

Traina and Wendelborn define their vision as “the search for refined, versatile, and honest goods.” We can’t wait to see what they find next!


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A New York design studio celebrating simplicity and the little things that count.