Have you ever heard of In God We Trust? No, not the motto of the United States, but the brand. It is by far one of the hippest brands you’ll come across. They have 3 store locations with two in Brooklyn (Williamsburg and Greenpoint) and one in Manhattan’s Soho district. Although the shop isn’t very big, it’s filled with so many amazing goodies. You’ll be so busy looking at the cool decor, funky-printed clothing and accessories that time will literally seem to elapse. This store isn’t just for women either. Bring your favorite guy so he can look just as cool as you. The synergy between the design collaboration between Shana Tabor, owner and founder, and Alexis Lam, assistant designer, is astounding. The brand comes up with fun ways to incorporate quirky prints into a one of a kind vintage inspired garments. From their past season these Cave Printed Shorts were super popular and I’m really loving their Hawaiian prints from their new collection such as this crop top.
As a whole, In God We Trust is as sweet as it can be and most of all you will be able to shop in peace. My New Yorkers know what I mean. No dealing with long lines, rude service and annoying tourist. The Soho location is truly a hidden gem. Also, I applaud when American companies choose to carry American products/brands. Very few U.S. brands and companies can say that. Brands such as In God We Trust are paving the way for other emerging brands to do the same.
I had the privilege of interviewing Shana Tabor, the founder and owner of In God We Trust. Here is what she had to say about the brand and its future:
Coming from a Brooklyn based store that’s in an area know for its substantial free-spirited populace and going to a chic Soho location, what are some of the competitive advantages you have from the other boutiques in your area?
We actually opened our Soho store in 2006, way before the commercial idea of how “COOL” the Brooklyn “brand” has become. We were actually received very well in Soho. A lot of our customers were happily surprised to see us there. For a lot of them coming to our first IGWT shop was the only reason they came to Brooklyn. — I say our general advantages at any of our locations is that we focus on our own brand that is made in the area.
Do you see a slight customer difference from your Brooklyn store locations to the Soho location?
I do see a difference between all of our locations, YES. We actually have 3 locations, 2 in Brooklyn. Our Greenpoint location is mostly locals that have been with us through our growth. Some tourists, but mostly a thoughtful tourists. Our Bedford location are people that have the patience to be shopping on Bedford. A lot of tourists. Unfortunately, most of the customers at Bedford don’t have knowledge of our brand, and I’m not sure if they even care. Our Soho location has a lot of design studios in the area, so I feel like our customer there is our typical customer that doesn’t want to deal with going to Bedford or Greenpoint. They work in the area and can shop on lunch or after work.
To those who are unfamiliar with the brand, what does In God We Trust represents and who would your core customer is?
Thoughtful and considerate consumption, but also with great taste.
A few years ago was the first time I visited your store. I was instantaneously comforted by the store’s home-like atmosphere. It was warm, cozy and eclectic. I’m positive that I am not the only customer who has felt that way. What do you think is responsible for creating such a warm and inviting atmosphere?
I think in general, whether you are a customer or co-worker, we try to create space, products and concepts that feel like your own.
I’ve always admired boutique owners, designers and manufactures who choose to do in-house production. By choosing to manufacture your products here in the U.S.A. and carrying brands in your store of the same mindset, do you feel that there is a certain respect and connection that you have with your customers?
I’d like to think so. If a customer is aware, they find our process captivating.
A lot of your printed garments have been extremely popular, especially the fox printed pieces. What has been the inspiration behind some of your best selling garments and accessories in the store?
Alexis, our co-designer and I find inspiration in many different things. In all honesty, it typically starts with something we personally own/wear. Vintage apparel and prints inspire us a lot. Sometimes a good personal story or something that made us laugh will turn into a collection.
Do you have any plans on expanding the brand to more than three stores and an e-commerce destination?
Not at this point. I feel like I was very driven to grow for many years, and when I realized that it was not a personal goal, and an idea that our culture was placing on me, I decided to pump the breaks. We have a lot of going on. I made the personal choice to become better at my/our current tasks at hand. There is always internal expansion and growth. People just never consider that actual growth.
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