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The issue with trying to be cool is, the act of doing so is inherently uncool from the start. This makes the whole process null and void. It’s a problem that plagues plenty of menswear shops you’ve probably stepped foot in. There’s a sense they’re trying too hard. True coolness is effortless and honest, and there’s a pervading sense of both inside Hickoree’s.

The shop is the first brick-and-mortar location from the online men’s shopping destination. Opened in late 2011, Hickoree’s Floor Two is a natural extension of the wonderfully curated site founded by brothers Emil and Sandy Corsillo. Pieces are selected with an emphasis on craftsmanship and style. Or, as is the case with their label The Hill-Side, designed right there. It’s a collection of smaller US labels along with a helping of Japanese ones you won’t find elsewhere stateside. A mix of durable denim, heavy button-downs, and random objects you’ll strangely crave (we never realized how much we want Japanese pottery). In a way, it’s this collection of random items that makes the store feel less fussy and more fun (they sell Wiffle Balls for crying out loud). You get the feeling they take style seriously, but not too seriously that it becomes something bigger than being authentic. Check out some of the shots we took inside, and plan on making your way to Brooklyn in the near future.

Photo Credit: Matt Faisetty

Parachute-CM-IF2-11-13-17

Ah, the waffle weave. Looks cool, feels great, reminds us of toasted Eggos. You’ve seen them before–probably in a fancy store or hotel–but Parachute’s brand new Waffle Towels are different. They’re spun using innovative Aerocotton Technology, which basically means they’ll be dry by the time your significant other finally gets out of the shower and realizes you stole their towel. Parachute’s Waffle Towels come in two sizes and two neutral colors. Plus, their 100% cotton construction means they start soft and only get softer with time. Even Kevin McCallister would approve.