Photo: Office Magazine
“Retail is dying, experience is flourishing.” James Whitner, founder of The Whitaker Group, captured this shift perfectly in an interview with Complex Editor-in-Chief Aria Hughes. As convenience tightens its grip on everyday shopping, meaningful, tactile moments are what create lasting connections. Today, shopping is less about the transaction and more about the feeling it leaves behind. According to McKinsey, 71% of consumers seek immersive, tailored interactions that resonate deeply.
Why do some businesses thrive while others struggle to keep up? What’s the role of physical space in building loyalty? Spaces like African Diaspora Goods (ADG), the flagship store for Tremaine Emory’s Denim Tears, provide answers. Located in the former Stüssy store, ADG honors streetwear’s cultural legacy while blending artistry, commerce, and storytelling to create an experience that lingers long after you leave. Whitner summed it up: “No business can last on transactions alone; there has to be a real connection. Physical space helps with that and sets the tone for experiences if done the right way.”
Photo: Complex
If you’re like me—fascinated by details like how shelving choices shape space, but also drawn to bigger ideas like the intersection of commerce, culture, and purpose—this debut episode of Please Explain is a must-watch. Shout out to Aria Hughes, a Black woman navigating and reshaping fashion and media, whose groundbreaking vision as Editor-in-Chief is driving these essential conversations forward.
Her leadership reminds me of a larger story I’ve been drafting in my mind—one about the presence of Black women in fashion and luxury. We are endlessly tapped for inspiration, yet rarely hold positions of real decision-making and power in these industries. It’s a story I’m still working on, with so many threads to tie together before it feels ready to share.
For now, let me take you to African Diaspora Goods (ADG), the flagship store for Tremaine Emory’s Denim Tears, located in the heart of SoHo at 176 Spring Street, New York, NY.
Photo: Brandon Thomas Brown
ADG sits comfortably among SoHo’s luxury icons—Prada, Moncler, and Burberry—but it offers something different. Designed by Theaster Gates, a visionary Black artist whose work transforms spaces into places of cultural dialogue, the store’s interior carries a quiet power. Gates, known for blending art, architecture, and history, brings his thoughtful touch to ADG, creating a small but mighty space that feels intentional and welcoming. His work often focuses on preservation—of stories, materials, and Black cultural memory—and you feel that same care here.
The design is unassuming but deliberate, allowing the collection, books, and heritage to take center stage. At its heart is a library of over 1,500 books on African art and culture, thoughtfully curated by Arcana and representing the largest collection of its kind outside of an institution. The library isn’t decoration—it’s a resource. Thoughtful programming is underway with student workshops led by professors that encourage deeper engagement with the archive. The space feels alive, layered with meaning, and in alignment with Emory’s vision for Denim Tears: a platform for connection, storytelling, and honoring Black artistry.
Emory’s brilliance is his ability to blur boundaries. A former creative director at Supreme and a collaborator with Dior, Marc Jacobs, and The MET, he’s spent his career pushing the definition of luxury. Denim Tears, with its iconic floral wreath design, has become a cultural staple—so much so that it’s been duplicated by companies like Walmart and Temu. But those imitations only reinforce the brand’s significance, highlighting its cultural impact. ADG is a physical extension of that ethos: a store that invites reflection, learning, and inspiration.
Walking through ADG, I was reminded of the potential of retail spaces when they’re designed with cultural intent. Like Space 001, another visionary concept, ADG shows how these environments can become spaces of connection and storytelling, where design and heritage come together to create something lasting. If you find yourself in SoHo, I’d encourage you to stop by. ADG is a thoughtful reminder of how powerful intention can be.
Till next time,
J
