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First Paper Planes Store Lands in New York

Shawn “Jay-Z” Carter concept debuts SoHo




Photography: Courtesy of Paper Planes

Streetwear brand Paper Planes has opened its first permanent brick-and-mortar store in New York’s SoHo. Co-founded by Shawn “Jay-Z” Carter, the brand first entered the physical space in August with a pop-up that operated in the Hamptons.

The new store, at 252 Lafayette St., features a black-and-white facade with a light and airy interior. It allows customers to shop for future season collections before their online debut. For example, the Paper Planes Holiday 2023 Collection will be available only at the retail store for the month prior to its digital launch.

In-store exclusives will also include new iterations of the Paper Planes Fine Artist Collaboration series, the first of which debuted with artist Jammie Holmes; recording artist collaborations and album signing events; the NFL x Paper Planes exclusive products and more.

In addition to Carter, the brand’s leadership includes Emory Jones (Co-Founder/CMO), Ronnie DeMichael (President) and Just C (Creative Director).



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
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Founder and Creative Director, Quinine Design

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