80% matchKidSuper
NY-scene runway showmanship from a self-made graphics label
What changes: Single designer-led brand rather than multi-label retail platform
Brand profile
VFILES 12 Mercer
New York store and platform for emerging designers, mixing independent labels with in-house VFILES streetwear at 12 Mercer Street.
New York CityOrigin
UnisexFocus
StreetwearStyle
$$$Price
4 brands like VFILES 12 Mercer like KidSuper, BARRAGÁN, COLLINA STRADA →
What to know about VFILES 12 Mercer
A storefront that scouts labels
The 12 Mercer Street space in SoHo sells emerging and independent labels next to in-house VFILES product, working as showroom and community hub for the Runway program.
In-house product stays basics-led
The VFILES-branded pieces center on hoodies and t-shirts, cut with streetwear, Y2K and avant-garde references rather than tailored or seasonal collections.
Rebuilt in 2024 under new leadership
Founder Julie Anne Quay relaunched Runway and Collection with former YZY president Leonardo Lawson, added the V2 Academy education arm, and followed with a FIFA apparel collaboration.
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Brand facts
VFILES 12 Mercer is the New York retail space of VFILES, the fashion and music platform founded by former V Magazine executive editor Julie Anne Quay. The store, at 12 Mercer Street on the SoHo–Tribeca border, stocks emerging and independent labels alongside in-house VFILES product, doubling as a showroom and community hub tied to the VFILES Runway program. In 2024 Quay relaunched VFILES Runway and VFILES Collection with Leonardo Lawson, former president of YZY, adding a V2 Academy education arm funded by private investors; a FIFA apparel collaboration followed.
- Founded
- 2012
- Origin
- New York City, United States
- Price
- $$$
- Focus
- Unisex
- Facts checked
- September 2026
- Styles
- Streetwear, Avant-garde, Y2K