Triple 5 Soul is the brand that best defines what NYC boutique fashion is all about. They recently launched a new store in Brooklyn just steps from their world headquarters in Williamsburg. The store provides the fickle shopper more than just the freshest new Triple 5 flavors, but also a sampling of products from other brands.

Triple Five Soul was born in 1989 at 151 Ludlow Street in New York City, and has been challenging the world of fashion with uncompromised street styles ever since. Originally known more for their back yard dancehall parties with Ki-Om Hi-Fi sound system than for hand sewn hoodies, and velour suits Triple Five has made terrific strides in the world of Fashion. Since Fab Five Freddy first stepped foot in the store with Yo MTV Raps in 1990, Triple Five Soul has been the brand of choice for Hip Hop's elite. From Old School Tie Hats to Crazy Jackets and Pants Triple Five is familiar with the ups and downs of the Street Style Rollercoaster, and yet they totally somehow avoided the fashion no no's of Cross Colors, and Kris Crossed clothes. (Kris Kross Male Rap duo featuring friends Chris "Daddy Mack" Smith and Chris "Mack Daddy" Kelly, who wore their clothes backwards")

It's truly a testament to the innovation of design, and straight forward marketing that Triple Five Soul stays on top in a world surrounded by Hip Hop artist clothing brands like Sean John (P-Piddy), and Outkast, and let's not forget my personal love to hate artist brand Wu-Wear. In 2003 when every basketball player, and rapper in the free world decided to launch their straight to discount store fake bling bling street wear brands, Triple Five challenged convention again and won with a line of very urban, very real apparel that appealed to the masses sick of terry cloth jump suits and bullshit athletic apparel. While brands like Nike, and Adidas have giant exclusive superstores in towns all over the world, it is again refreshing that Triple Five keeps it tight with their new more bodega style store in Williamsburg offering not only Triple Five Soul products, but also cosmetics and clothes form a host of smaller boutique brands from NYC, Japan, and other points on this big map we call the world.
In 2004 look for Triple Five to keep keeping it real and some really fly new gear for your wardrobe.

Click HERE to check out pictures of the new 555 Soul Store...