The 3 NYC Spots In God We Trust Calls Home
Shana Tabor has come a long way: “When I first started, I had a tiny corner of my bedroom where I would sit for 12 hours every day and make jewelry,” she explains of the roots of her line In God We Trust, which now tackles apparel, too. But in 2005, about two years after she started working on her line full-time, Shana decided it was time to set up shop—an interest she had from the very beginning. She now has a trifecta of super-influential, crazy-cool locations in Greenpoint, Soho, and Williamsburg that carry the likes of D.S. & Durga, Billy Kirk, and The Hill-Side, beyond her own creations. Here’s how each shop came to be.
“The Greenpoint store is where all the magic happens. Our design studio is here, and it’s where all the manufacturing takes place. I found this location in search of a bigger studio space. I loved the idea of our studio being attached to a retail space—it’s the best of both worlds. This space is by far our largest location, allowing freedoms not available in our smaller locations. The brick walls were already here. We added one large-scale piece of furniture, and it was done. Greenpoint has a real sense of community that is lacking in most New York neighborhoods, especially in North Brooklyn.” (70 Greenpoint Ave., Brooklyn)
“This store is our first Manhattan location. I was prompted to look in that neighborhood by a fellow shop owner, and when I saw the space was available, I left a note under the gate and waited for a call. Thankfully it happened. This stretch of Lafayette is a place that I used to shop in during the nineties. It’s also an interesting location in the city because we are not quite in Soho and also not really in Nolita. That makes for an interesting mix of people and lifestyles. The space is long and narrow, so there’s not much you can do. The main concern was removing the glass walls and six layers of X-Girl wallpaper (even on the ceilings!).” (265 Lafayette St.)
“This Bedford Avenue store is our newest location, which opened last summer. It is home to our perfect customers—this includes tourists and locals. Can’t help it, haters: This is my home. I have lived in Williamsburg since 2000. I love working in the same ‘hood that I live in—even though I sometimes hate it, too.” (129 Bedford Ave., Brooklyn)