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Thrillist New York
Emailed on: Tuesday May 22, 2007

Den

330 E 11th St, between 1st and 2nd; 212.475.0079

Department store shopping is a brutal exercise in unwanted choice -- so many designers to choose from, so little giving a crap about any of them. To pair down your options, hit Den, opening tomorrow (or possibly Thursday).

Started up by Odin (and next door to their E. Village store), this tiny shop will carry a single designer at a time -- like a gallery exhibit, except you eventually get to stain the paintings with back-sweat. A sweet taste of future brands:

Cheap Monday: If you can't trust a Swedish label run by a man named Orjan to outfit you with everything from jeans to shoes, you've got serious trust issues, and will never have a successful relationship.

Tim Hamilton: Updated American prep gear, balancing the seductiveness of rebellion with the certainty of future earnings.

Rag & Bone: Inspired by "classic work-wear", yet somehow a perfect complement to your classic aversion to labor.

Den's plan is to switch out designers every 6-8 weeks. If two months isn't long enough for you to narrow down your limited options and select a pair of pants, you don't need any clothes at all, because it's not safe for you to ever leave your apartment.

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