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475 Fifth Ave.,
New York, NY 10017
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Mon-Wed, 10am-7pm; Thu, 10am-8pm; Fri-Sat, 10am-7pm; Sun, noon-6pm
B, D, F, V at 42nd St.-Bryant Park; 7 at Fifth Ave./Bryant Park
American Express, MasterCard, Visa
In a nod to his mentor Ralph Lauren, the 3,500-square-foot hip-hop domain is replete with rich ebony floors, pony-skin furniture, silver picture frames, weighty coffee-table books, and goat-fur throws essential to fine living. For the Diddy remix, there are Jonathan Adler ceramics. It would all be quite excessive if it weren’t for the bread-and-butter merchandise that fills the store: logo-emblazoned baseball caps, T-shirts (the latest have monograms in the style of YSL’s), and velour warm-up suits, all displayed under flat-screen TVs looping Diddy’s music videos. He may be selling aspiration, but he also knows to take care of the bottom line.