Preview: A Retail Experience for Men Only

Athletic guys make tracks to this SoHo emporium.

SoHo welcomes Preview, a new lifestyle marketplace offering a solution to a fast-growing problem: ordering products online without being able to try them on.

Many great brands are able to pass along savings to their customers by focusing solely on digital space while forgoing a traditional brick-and-mortar retail environment and physical shopping experience. But men are notably less adept at visualizing their wardrobe choices while shopping online.

Preview’s solution for guys is to curate the coolest online brands in an equally cool concept store, as envisioned by co-founders Geoff Harris and Wesley Collins.

There is a continuous rotation of products on display, so there’s almost always something new to check out. And most importantly, you’re can find out what the latest and greatest in athletic wear, wellness and technology looks and feels like.

Preview is centered around the philosophy that comfort and style need not be mutually exclusive. Functionality and fashion are present in each of the eight displays in the store. The large retail space provides numerous opportunities for pop-up partnerships and exclusive first-dibs, and boasts a wellness counter offering customers a choice of high-performance beverages.

Preview also partners with popular fitness instructors to offer free group workout classes for the first 40 people to sign up. Follow them on Instagram @previewnyc to snag a spot.

134 Prince St., www.previewny.com; M-Sa 11 am-7 pm, Su noon-6 pm

5 EASY PIECES FROM PREVIEW THAT EVERY GUY MUST HAVE:

• Wheelers.V’s Mason hood pullover and Aspen pant

• Endeavor’s Evolution tee

• Lane Eight’s Trainer AD 1 in chalk white

• Helmm’s Trailblazer scent antiperspirant and deodorant

• Aeance’s Adaptive jacket

Clothes at Preview are arranged by brand. (Rosie Lee Photos)

Wheelers.V’s Mason hood pullover and Aspen pant.

Endeavor’s Evolution T-shirt.

Lane Eight’s Trainer AD 1 in chalk white.

Helmm’s Trailblazer scent antiperspirant and deodorant.

Aeance’s Adaptive jacket.

Michael Pilosov
About the author

Michael Pilosov, NYC native and currently a PhD candidate at the University of