VFILES 12 Mercer

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.