Located in the Hell’s Kitchen area of midtown Manhattan near the Theater District, Tagg, is a men’s multilabel boutique on 49th Street and Ninth Avenue that is a neighborhood trailblazer. Opened in November 2010, the store is one of the first fashion destinations in an area that has become increasingly trendy and gentrified. Here, store owner Sean Patrick Ryan discusses why he opened the shop and the secret of its success thus far.

“Tagg was created to fill a void in the men’s apparel retail market. There just wasn’t a place guys could go to get something fun, trendy and priced right. I worked in retail for over a decade and knew that would give me a good backbone to make a new brick and mortar concept work.

Tagg interior
Tagg interior
Hell’s Kitchen is an amazing mixing pot of Broadway and restaurants and still offers the feel of an NYC neighborhood. The one thing missing that could only add to its charm was shopping. So Tagg braved this ‘new’ frontier. Adidas company store has since moved in across the street, so I think that my idea has already started to work. I’m sure that more will follow suit and before you know it, Hell’s Kitchen will be a perfect shopping destination.

Our current bestsellers are Gant Rugger, Lacoste L!VE, Comune, Copy, Jansport Heritage Bag Collection, Urbanears, Havaianas and item-wise, tank tops. At the moment, skin is in. We are selling a lot of shorter shorts, tanks and swimwear. Color is also the ‘must-have’ right now.

Our typical customer is a twenty-to-forty-something-year-old, who wants to find something to wear to work, out at play and to brunch on the weekend. Tagg offers a Client Rewards program which gives a little something back to our regular customers.

I love finding merchandise at the trade shows Capsule NY and ENK Blue. Both of those shows have amazing emerging designers and the selection is top notch.

Our in-store events are so important. People love parties–it’s a proven fact. When you add a DJ and open bar to anything, the masses come. Next up for us is a Diesel Party sponsored by Stoli Vodka on June 16. Tagg has an in-store event at least once a month.

Opening night has to be the best moment I’ve had yet. It was an amazing feeling to see my little idea come to fruition.”