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Behind the Design: New York Store Exclusive Merch    

Behind the Design: New York Store Exclusive Merch

By Hallie Belle Sheinbaum

To celebrate the opening of our Madhappy Soho temporary shop, we created an exclusive capsule collection only available within its doors. The capsule includes new versions of our Heritage Hoodie, Ringer Tee, and Heritage Sweatpant styles, as well as tote bags, hats, and mugs inspired by the shops on nearby Canal Street. The brown and pink colors used in the collection were inspired by an old Pink Floyd shirt that designer Chuhk Bennett had growing up. “I thought the colorway paired with the boldness of the artwork was something people would gravitate towards,” he explained. “I [was picturing] a brown hoodie in New York in the fall, with the leaves changing colors and fluttering around in the background of a photo that I would repost on Tumblr back in the day.”

Given the ubiquity of the Big Apple symbol on New York City merch over the years, we were curious how Bennett approached making this collection feel different than what’s come before. “The apple wasn’t used until after I had drawn the New York text, which I interpreted from the early 1900’s Yankees logo,” he said. “It provided a playfulness to the design that was missing, and I felt it was the bridge that brought the design back to feeling more Madhappy.”

Madhappy Soho will be open starting tomorrow, October 9th, from 12PM - 7PM at 33 Howard Street in New York City. Stop by to see the New York Store Exclusive collection in person.