Founded in 2024, the New York boutique brings together independent labels, emerging designers and collectible objects from across contemporary Asian fashion.
At 101 Thompson Street, 101 Studio brings a distinct fashion perspective to SoHo. The multi-brand boutique focuses on established and emerging Asian designers, presenting their work through a physical store in New York and an online shop.
Founded in 2024, 101 Studio grew from an interest in fashion and a commitment to quality. Its buyers travel across Asia and New York, visiting independent studios and looking for niche brands with a strong point of view. According to the boutique, every piece is considered with both design and quality in mind.
That approach matters. Asian fashion is too broad to be treated as a single look, and the assortment at 101 Studio does not attempt to reduce it to one. Instead, the store moves between different moods: minimalist and gender-neutral clothing, expressive streetwear, romantic womenswear, accessories and character-led collectibles. What connects the selection is not a rigid aesthetic, but an interest in designers with a recognisable visual language.
A Mix of Contrasting Design Perspectives
The current online brand directory includes Väme, JCAESAR, HERMIT, 13DE MARZO, SMFK, FUFUSOUL and the 101 Collection. Each brings a different tone to the store.
Väme approaches contemporary womenswear through contrast. The brand describes its work in terms of duality: structure and softness, boldness and subtlety, casual ease and vibrant energy. Its clothes are designed to move between the planned and spontaneous parts of modern life, with an emphasis on versatility and balance.
HERMIT offers a quieter proposition. The Chinese label is presented as minimalist and gender-neutral, with attention to comfort, texture and understated dressing. JCAESAR, also based in China, takes a more conceptual approach, bringing ideas from objects, art and materiality into clothing.
At the more immediately recognisable end of the assortment, 13DE MARZO is known for combining streetwear with a playful visual identity. Founded in 2018 and headquartered in Shanghai, the unisex label is associated with detachable three-dimensional bear details that appear across its clothing and accessories.
SMFK brings another version of Chinese streetwear to the mix. Founded in Beijing in 2016 by Sam Ren and Frank Liu, the brand defines its character through the words “rough, real and raw.” That attitude comes through in clothing, footwear and accessories built around a strong, youthful identity.
Together, these labels show the range within the store’s selection. Some pieces are designed around restraint and everyday wear; others depend on graphic impact, unusual proportions or instantly recognisable details.
Beyond Clothing
101 Studio’s assortment extends beyond conventional fashion categories. FUFUSOUL introduces fragrance, art and character design into the retail space through its colourful “little monster” figures and aromatherapy plush objects. The brand positions these characters as companions, with different colours corresponding to different fragrance notes.
According to 101 Studio, its SoHo location is one of only two authorised FUFUSOUL flagship stores worldwide. Within the boutique, the brand adds a collectible and sensory dimension to an assortment otherwise led by clothing and accessories.
The 101 Collection occupies a softer part of the store’s fashion vocabulary. Its official description centres on modern femininity, soft luxury and vacation aesthetics, bringing together romantic silhouettes, delicate textures, evening pieces and resort-inspired dressing. The collection is presented for a range of settings, from everyday life and city dinners to holidays and occasions.
This variety allows the store to move naturally between fashion and lifestyle. A customer may encounter a gender-neutral hoodie, a fluid dress, a sculptural accessory and a scented collectible within the same edit. The categories are different, but each reflects the boutique’s interest in personal style and visual expression.
From Global Creativity to Local Life
101 Studio states its mission simply: to connect global creativity with local life through honest design and dependable quality.
In practice, that mission begins with selection. The boutique is not presenting Asian design as a temporary theme. It is building an assortment around individual labels, giving each brand room to communicate its own identity rather than placing every designer beneath a single aesthetic label.
The New York location gives that selection a physical context. Customers can visit the SoHo store to experience the clothing and objects in person, while the website provides access to the available collections across womenswear, menswear, shoes, accessories and designer toys.
Online customers can also arrange complimentary pickup at the Thompson Street store. The boutique offers local delivery within Manhattan on qualifying orders, subject to availability and the conditions stated in its shipping policy.
For a young multi-brand retailer, this connection between the website and the physical store is central. The online shop provides convenience, but the SoHo location remains an important part of how the assortment is encountered: not as an abstract list of brands, but as a collection brought together in one place.
A Space for Individual Style
The idea behind 101 Studio is grounded in the belief that style should not be one-size-fits-all. Its official values emphasise quality, individual taste, customer experience and an independent approach to curation.
That perspective is visible in the differences between the brands it carries. Väme’s balanced femininity sits alongside HERMIT’s understated minimalism. The playful details of 13DE MARZO contrast with SMFK’s harder streetwear attitude. FUFUSOUL moves beyond clothing altogether, while the 101 Collection introduces a more romantic and occasion-led mood.
Rather than asking every customer to dress according to one idea, the boutique offers several ways into contemporary Asian fashion. The common thread is the opportunity to discover designers through their individual voices.
For those visiting New York, 101 Studio can be found at 101 Thompson Street in SoHo. Its collections are also available through the 101 Studio online store, with new arrivals, brand information and editorial stories published on its official website.