Founded by Michael Kopleman and Fraser Cooke of ace boardwear label Gimme 5, this ultra-cool, N.E.R.D.-approved menswear boutique on the edge of Soho recently celebrated its tenth anniversary. Formerly called Hit and Run, this is one of the few stores in town that attracts a firmly committed following of streetwear connoisseurs from as far away as New York and Japan.

With a bright, minimalist interior, the emphasis here has always been on exclusive, rare releases (collectible t-shirts, hats, jackets, sweaters) comprised of a carefully imported stock from sources worldwide. Labels here come and go—BAPE was soon ditched when it was deemed too mainstream a few years back—but current collections include a wide selection of apparel from Pharrell’s Billionaire Boys Club and its co-label Ice Cream, skate-chic brand Supreme, rare t-shirts from Goodenough UK and a rackfulls from Tokyo-based hip-hop tee specialists OriginalFake featuring coveted designs by KAWS.