Blue in Green Raw denim and other highly sought after Japanese fashions from small-scale brands.
SoHo’s Blue in Green, recently re-opened after an expansive renovation, has done more to advance denim-head culture in New York than any other boutique. When Yuji Fukushima and Gordon Heffner founded the shop in 2006, they sold blue jeans Heffner brought back from Japan in suitcases. The store quickly developed a loyal following by carrying obscure small-scale Japanese denim operations like Studio D’Artisan and Samurai. The ethos: by using old-school manufacturing techniques and the finest cotton, they do an American classic better than most Americans. (Blue in Green is still the first—and often the only—point of distribution overseas for almost all the brands they stock.) You’ll also find a full range of Americana-inspired soft goods and outerwear from cult-favorite Kapital, and plenty of non-denim goods from Fullcount & Co. and others. A vintage Union Special chain stitch machine from the 1950s, on hand to hem your new pair of jeans the right way, makes it a true one-stop shop. Blue in Green's renovation has enabled an expanded brand list and more non-denim goods.