Still Here Opens Second Store in New York on Madison Avenue

Still Here has made a big move uptown.

The denim brand founded by Sonia and Maurice Mosseri opened its first store in NoLIta in the spring of 2022, a 380-square-foot boutique on Elizabeth Street that showcased its women’s jeans and ready-to-wear as well as an assortment of one-of-a-kind denim pieces hand-painted by Sonia Mosseri.

And last week, the company unveiled a store four times the size at 905 Madison Avenue at 73rd Street.

Sonia Mosseri designed and furnished the space herself by scouting the market for pieces that would best showcase the collection and also create a warm and intimate vibe. In addition to allowing the assortment to have more breathing room, the shop includes a cozy sitting area in the rear where customers can enjoy a cup of the company’s sustainably produced coffee, and settle in. The goal of the expansion, the owners said, was to create a community uptown where customers feel comfortable just hanging out in the shop.

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In the spring, they said, a tailor shop will be added so jeans can be altered, monogrammed or customized.

Although the shop has only been open a few days, the Mosseris already see a difference between the uptown and downtown shopper, with the Madison Avenue customer more likely to purchase full outfits, they said.

In addition to a wide assortment of jeans, all of which are made from 100 percent cotton deadstock, upcycled or BCI-certified materials, Still Here also sells complementary jackets, skirts and knitwear. The jeans are offered in a variety of fits including the Tate, a classic vintage style that was the company’s first style, as well as the new Cool, a wide-leg, low-rise model with an adjustable drawstring toggle.

Looking to the future, Still Here would eventually like to expand its brick-and-mortar presence to other locations, notably Los Angeles. But because the company is independently funded, there are no plans to add to its retail presence immediately. The brand sells primarily direct-to-consumer but is also offered at Bergdorf Goodman and other select retailers, with a focus on independents.

Sonia and Maurice Mosseri grew up in Brooklyn, N.Y., became high school sweethearts, attended college together, got married and shortly after, created Still Here by building on Sonia Mosseri’s hobby of hand-painting vintage jeans she’d been collecting since she was a child. The line is now designed in New York and hand-finished in L.A. Jeans retail for $235 to $280 for off-the-rack and up to $425 for the painted styles.

In addition to the apparel collection, the company also partnered with its fabric mill, the New Denim Project, and a coffee farm in Guatamala to grow a Still Here coffee bean using composted materials from its denim production process. The medium roast blend is sold in the store — $24 for 12 ounces — and samples are free.