Jeff Staple opens flagship store to redefine streetwear culture

In 2025, Jeff Staple, the founder of the influential streetwear brand Staple, expanded his business with the opening of a flagship store at 21 Mercer Street in SoHo, New York City. This new location, a former Nike design and retail space, reflects Staple's journey from launching Reed Space in 2001 to establishing a community hub for streetwear culture. Staple emphasized the importance of creating opportunities for the next generation while staying true to his roots. The flagship store is intended to be more than just a retail space; it aims to act as a community center where events, collaborations, and activations can take place. Staple understands the necessity of appealing to both younger generations and original fans of the brand, a balance he likens to the skill of a DJ who must read the room and adapt accordingly. Amidst a changing landscape in sneaker culture, Jeff Staple has acknowledged that innovation can sometimes be stifled by repetitive trends. His partnership with Zellerfeld is designed to challenge conventional footwear production through 3D printing, aiming to reduce waste and foster creativity. Staple’s philosophy emphasizes that if you lack a genuine love for your work, it’s challenging to sustain the long-term commitment needed for building a successful legacy. As he celebrates his 50th birthday, Staple shares that his experience and enthusiasm for the brand drive him forward. He believes that creating spaces for others is a way to give back and support emerging talents in the industry. This new flagship location symbolizes Staple's ongoing commitment to nurturing the community that helped shape his brand and its culture.