DNA Footwear Soho Store Spotlight

Soho Store Interior

This week on Warehouse 242, the official DNA Footwear blog, we are highlighting our newest DNA Footwear store in Soho. Today read more for an interview with the wonderful staff at DNA Soho and for the entire week follow along on our Instagram for #DNAtakeover photos featuring the store and it’s Manhattan neighborhood!

What’s the story of DNA Footwear Soho?

The first DNA Footwear store opened ten years ago in Brooklyn and since then six other brick and mortar stores have opened in trendy Brooklyn neighborhoods like Williamsburg, Park Slope and Greenpoint. This past spring, our first Manhattan location opened in the vibrant shopping neighborhood Soho. Since the store opening in May, the store has taken off and been featured in different New York City publications and blogs, such as online shopping site Racked and the Minnetonka Moccasin blog.

What’s the most popular style that you have been selling this fall at the store?

For the start of the Fall season, boot styles have been really popular. The new Bussola boots have fared well so far, but we have a lot of people thinking ahead for the wet season, and Hunter boots have probably been the most popular Fall style so far. Also, the Fjallraven Kanken bags have sold really well, and we do really well with Converse and Toms styles.

What’s your personal favorite style that you carry at DNA Soho?

Albana and Milana

Alexis (Store Manager): Smart Alec from Kenneth Cole
Sarah (Assistant Manager): the Dark Horse Ankle boot from Free People
Michelle (Sales Associate): the Evelyn from Matiko
Albana (Sales Associate): the Jaime Artisan Lace from Frye
Milana (Sales Associate): Ceremony Boot by Samantha Pleet for Wolverine 1000 Mile and also all the Minnetonka styles!


Michelle and Sarah

What’s a typical customer like who comes to Soho? Stylish? Family? Tourist?

We get a combo of all three, but most customers are tourists traveling to NYC and looking for unique fashions and styles they can’t find back home.

What are your favorite things to do in the neighborhood? Restaurants, coffee, parks, concert places?

Everyone is in agreement that La Colombe is the best coffee shop in the area, and most of us can’t function without our daily caffeine fix.  A few good places to eat locally are Taka Taka, La Esquina, and the Mercer Kitchen in SoHo, Katz’ Deli on the L.E.S. and Max Brenner in Union Square. Though the last two aren’t in SoHo, they are a short walking distance away. Rice to Riches in SoHo/Nolita is a great place to pick up dessert.

La Colombe

What makes you different from the other DNA Footwear stores?

The biggest thing that sets us apart from the rest of the DNA Footwear stores is the diversity of the customers we get. Because we have mostly tourists, we get people from all over the world, and learning about them makes for a fun learning/working environment. Also, we like to pride ourselves on the customer service we offer to our customers here, and will try to go above and beyond anytime we can to get the customer a style they are looking for if we don’t have it.

 Shoe rack Soho

Thank you so much DNA Soho for the great interview! To visit the great staff at DNA Footwear Soho stop by at 273 Lafayette Street between 10am and 8pm every day.

The Whole Team



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