On March 13th, STAPLE celebrated the grand opening of its first flagship store, located at 21 Mercer in NYC. That address may ring a bell for some sneakerheads, as the space was the longtime home of NikeLAB, the Swoosh’s famed destination for hot sneaker drops and community activations until Nike vacated it in 2023.
STAPLE is well-versed in hype sneaker releases. In 2005, the brand dropped its Nike SB Dunk Low “Pigeon” collab, which was met with mayhem when they released exclusively at Reed Space, the Lower East Side streetwear boutique founded by Jeff Staple. Hopeful customers began lining up outside the shop three days before the release date for a chance to purchase the shoe, though some bad actors showed up hours before the release, attempting to finesse the situation. Fights broke out, the police stepped in, and customers had to be escorted out the back to avoid getting robbed. Word quickly spread about the infamous “Pigeon Riot,” introducing sneaker culture to the masses.
Two decades later, Jeff Staple is still drawing crowds. Over 300 people showed up to the grand opening of the STAPLE flagship—thankfully, with no fights or NYPD involvement this time around. Attendees were treated to bites and drinks from Nom Wah Tea Parlor, Romeo’s, and Boba Guys, sounds by DJ Shu-G and Va$htie, and surprise performances from Shirt and MC Jin. The opening also served as the launch for STAPLE’s new sneaker collaboration with Brooks.
Jeff Staple spoke with Modern Notoriety about the new space and the start of this new era for STAPLE. Check out what he had to say below.
This is your first store since the closing of Reed Space in 2016. What made you want to return to retail after almost a decade?
When we closed Reed Space, it wasn’t because I didn’t believe in retail anymore—it was because I felt like the right kind of retail didn’t exist at the time. The way people were shopping was shifting, and I wanted to take a step back, reassess, and wait for the right moment.
Now, retail is back, but in a different way. People aren’t just looking for places to buy things—they want experiences, storytelling, and real-world connections. That’s what drew me back. 21 Mercer isn’t just a store; it’s a space where culture happens, where people can engage with Staple and streetwear on a deeper level. It felt like the perfect time to return, and Mercer felt like the perfect place to do it.
From your perspective, how has the retail landscape changed in the past 10 years, specifically in NYC’s streetwear scene?
Retail in NYC has gone through some serious shifts. In the early days, streetwear shops were community hubs. You had to physically go to these spots—Reed Space, Union, Supreme, Alife—to see what was new, meet people, and be part of the culture. Then e-commerce and social media blew up, and that changed everything. Suddenly, you didn’t need to be in NYC to be part of the scene. Brands started moving towards direct-to-consumer, and a lot of the independent stores struggled.
Now, we’re in a new phase. People want physical experiences again, but they expect more. A store can’t just be a place to buy clothes—it has to offer something unique, whether that’s events, exclusives, or just a space that makes you want to hang out. The brands that get that balance right are the ones that will thrive in this next era of retail.
Do you have any fond or standout memories from NikeLab 21 Mercer that you’d like to share?
Man, so many. 21 Mercer was more than a store—it was a cultural institution. I remember some of the craziest sneaker releases happening there, where people camped out for days just to get a shot at a pair. But beyond the drops, it was a place where the community came together.
One moment that really stands out was when NikeLab first started introducing their experimental design concepts. Seeing them push boundaries with materials and storytelling was inspiring. It felt like a place where ideas were being tested in real time, and that energy was infectious.
Now that Staple is at 21 Mercer, I don’t take that history lightly. We’re stepping into a space with real cultural weight, and we want to make sure we build on that legacy in a way that pushes things forward.
