James Veloria Relocates to Henry Street with Heart Wall and Upcycled Line
After nearly ten years in a hidden East Broadway mall in Chinatown, vintage store James Veloria has moved to Henry Street. Founders Collin James Weber and Brandon Veloria Giordano launched the business online in 2014, opened a physical location in 2017, and later partnered with A Current Affair in LA. The new two-story space, designed by Davis Owen and Irene Chung of O-N architects, features an upstairs shopping area and a downstairs rental studio for 'grail' items. A soft opening during New York Fashion Week drew shoppers like software engineer Patricia Torvalds and photographer Aidan Doyle. The store will introduce an in-house upcycled clothing line, curated DVD selections by stylist Ashley Abtahie, and a mural by artist Drake Carr depicting past employees. The iconic heart-shaped doorway and red draped room have been recreated. Giordano says the goal is to make it feel like a playhouse. The new location is not officially open yet.
Key facts
- James Veloria was founded by Collin James Weber and Brandon Veloria Giordano, first online in 2014 and IRL in 2017.
- The store moved from a hidden East Broadway mall in Chinatown to a new location on Henry Street.
- A soft opening was held during New York Fashion Week in September 2024.
- The new two-story space was designed by Davis Owen and Irene Chung of O-N architects.
- The downstairs area will house 'grail' items and a rental studio.
- The store will introduce an in-house line of upcycled clothing.
- Artist Drake Carr was commissioned to create a mural of all past employees.
- The iconic heart-shaped doorway and red draped room were recreated in the new space.
Entities
Artists
- Collin James Weber
- Brandon Veloria Giordano
- Patricia Torvalds
- Aidan Doyle
- Davis Owen
- Irene Chung
- Ashley Abtahie
- Drake Carr
Institutions
- James Veloria
- A Current Affair
- O-N architects
- Vogue
Locations
- East Broadway
- Chinatown
- New York City
- United States
- Henry Street
- Los Angeles