Fashion Brand ‘SNIDEL’ Takes Space on Orchard Street

Posted on: October 23rd, 2018 at 5:04 am by

One year ago, loungewear brand Gelato Pique opened a holiday pop-up shop at 144 Orchard Street. The goal was to generate short-term growth on a path to permanence.

They ended up staying; however the store closed last month in anticipation of relaunch just a block south. Awning is already installed at 125 Orchard Street, in what was previously the annex for Extra Butter (and Gisele before that).

Meanwhile, sister brand SNIDEL is likewise pushing into the Lower East Side fashion scene. Plans for their Hell Square endeavors were finalized at the same time, but didn’t quite hit the mark of April 2018. Founded in Japan as a fashion label for women, the neighborhood store is the first stateside home for the company. It’ll be taking over the retail space left by Gelato Pique.

Both Gelato Pique and SNIDEL are together subsidiaries of Mash Holdings, which entered the United States market with Mash USA Inc. They bow on Thursday (October 25).

Recent Stories

That Garbage Fire Burning on Orchard Street [VIDEO]

Nothing to see here. Just a casual daytime garbage fire burning on a hot summer afternoon outside the Irving Farm coffee shop on Orchard Street. Boogie reader Alaric DeArment snapped a short video clip of the blaze, which shows the nonchalant attitude of those passing the vicinity. (Perhaps this is a statement on goods made in the […]

The Faux Rag & Bone Video Store Ad Mural

With hipsters and millennials fiending for analog media like vinyl and cassette tapes, it wouldn’t be all that surprising if VHS movies were to stage a comeback as well. But no, there’s not actually a “video store coming soon” here. It’s Matt Starr’s contribution to the Rag & Bone mural wall on Elizabeth and Houston […]

‘Inokim’ Rolls into LES with Delancey Street Scooter Store

The recently upscaled retail strip at the base of the Williamsburg Bridge just welcomed its newest tenant. Electric scooter company Inokim planted two wheels in the space formerly occupied by Cricket Wireless. Under the moniker of “urban freedom,” the store at 164 Delancey Street is essentially a showroom pimping the various scooter models. It’s the […]

‘Sour Mouse’ Bar and Game Room Coming to Delancey Street

At the bottom of this Rainbow, not a pot of gold but a new rec room. Beneath the Delancey Street discount retailer, Rainbow, the proprietor of Black Cat LES is angling to open a hangout with plenty of bar sports. Keeping with the animal theme, Aaron Ho and Edward Wong will impart Sour Mouse, a […]

Trashed Pizza Plates Repurposed for Supersize Scrabble Game on Orchard Street

From hardscrabble to scrabble, Orchard Street has now seen it all. Beginning tomorrow morning – when traffic is blocked for the pedestrian mall – Artist Adrian Wilson will chalk an enormous scrabble board on the asphalt between Pizza Beach and Hair of the Dog. The supersize replica is accurate down to the last Triple Word […]