![](\"https:\/\/www.europesays.com\/us\/wp-content\/uploads\/2026\/01\/fcc67e2688ef05d8f99f72e72968f0bda5-IMG-7112.rhorizontal.w700.jpg\")
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\n Outside L\u2019Appartement S\u00e9zane.
\n Photo: Bella Druckman\n <\/p>\n
Shopping at a certain type of store around Soho almost always means waiting on line. Sneakerheads congregate outside Kith, tween girls line up at Brandy Melville, and Throwing Fits bros wait outside St\u00fcssy. But as more and more brands suddenly and inexplicably go viral, some comparatively normie spots that weren\u2019t meant to hold more than a dozen or so customers at a time are drawing lines of fur-hood-wearing, Santal 33\u2013scented shoppers to one otherwise quiet block of Elizabeth Street.<\/p>\n
On any given day, dozens of people wait outside L\u2019Appartement S\u00e9zane<\/strong> <\/a>(254 Elizabeth St.), the Parisian brand that has kept alive the \u201cFrench girl\u201d look of the 2010s. \u201cWhenever I\u202fgo, I\u2019m like, Why is the line for S\u00e9zane literally, like, two miles long?\u200a\u201d says social-media consultant Kendall Dickieson. Shoppers wait to make returns and try on fuzzy cardigans, often standing outside for 20 minutes before a bouncer lets them in. Next door, up to eight customers are allowed to squeeze into Abbode<\/strong><\/a> (252 Elizabeth St.), the embroidery boutique known for its custom bridal tank tops and faux-crocodile toiletry bags. Inside, the target customers \u2014 \u201cthe cute girlies and gays,\u201d according to Emma Tanner, a store manager \u2014 can get designs like espresso martinis and Ralph\u2019s Coffee cups embroidered on pillowcases and Waffle Pouches.<\/p>\n \n A line down Elizabeth Street. Closer to Houston Street, locals and tourists wait to try on $300 jeans in one of the two fitting rooms at Still Here<\/strong><\/a> (268 Elizabeth St.) before emerging to look in the store\u2019s singular mirror. After modeling a couple pairs for the store associates, Dickieson, \u201clike everyone else,\u201d left with the brand\u2019s drawstring Cool Jean in hand. Down the street, people gather outside Luckyscent\u2019s Scent Bar<\/strong><\/a> (244 Elizabeth St.) to sniff perfumes they heard about on ScentTok. Fragrance aficionado Alek Green says he\u2019ll wait on line for up to 45 minutes because \u201cyou can smell however many scents you want.\u201d<\/p>\n Influencer-touted brands Fishwife, Pleasing,and Parke have hosted pop-ups on the block, the last of which drew a line that stretched around the corner to Mott Street. \u201cThat was a line we had never seen before,\u201d says Jennifer Prezioso, the owner of Albanese Meats & Poultry, which her great-grandparents opened on Elizabeth Street in 1923. At the time, Sicilian immigrants selling meat, fruits, and vegetables filled the street. \u201cThen, people were out making deals, talking to each other,\u201d she says. \u201cNow we\u2019re just elbowing, like, \u2018Get out of the way.\u2019\u201d<\/p>\n The North Face<\/strong><\/a> Meruert Tolegen<\/strong><\/a> Brut Archives<\/strong><\/a> Bottega Veneta<\/strong><\/a>![](\"https:\/\/www.europesays.com\/us\/wp-content\/uploads\/2026\/01\/5110dfbc265a1897322d85608f4fb092b2-IMG-7053.rvertical.w570.jpg\")
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\n Photo: Bella Druckman\n <\/p>\n
A flagship now spans 21,000 feet in midtown. Shoppers can find a full range of clothing and gear set against a two-and-a-half-story-high LED screen playing ice-climbing scenes films shot by athletes. (511 Fifth Ave.)<\/p>\n
Ruffled black frocks and Victorian crinoline panniers are on offer at the Kazakhstan-born, New York\u2013based designer\u2019s first store. (39 Wooster St.)<\/p>\n
The Parisian menswear line of new and upcycled pieces expanded from its Marais location to open its first U.S. store on the Lower East Side. (68 Hester St.)<\/p>\n
The brand opened a galleryesque store where shoppers can rest on vintage furniture and flip through one of the many art books on display.(58 Gansevoort St.)<\/p>\n