Reason to love New York No. 22: Because resale saved retail. emiliapetrarca reports RTLNY
, on Stanton Street, is the go-to for all things nostalgia-core and Y2K and perhaps the most accessible of the bunch with prices as low as $25. “I think it’s the new Soho,” says founder Emma Rodelius, 27, of the area — the “Vintage District,” as she calls it. The old Soho, she says, has gone too corporate for her. “To be honest, I don’t even go to Soho that much anymore,” she adds. “Just to Fanelli’s.”posters and Furbys lining the walls.
Like her peers, Rodelius creates foot traffic by hosting pop-ups and influencer closet sales. She’s uniquely skilled at harnessing the power of social media, and the IRL hype of the store is matched online. “I have people coming in from crazy countries that I don’t even know exist!” she says. “Literally, everywhere. And they’ll be like, ‘Oh yeah, we saw you on TikTok’ or ‘We saw you on Reels.’”
Over the past year and change, Rodelius’s savvy has attracted the attention of the corporate world. In September, Rogue collaborated with Pop-Tarts, which provided a Pop-Tart throne and limited-edition Frosted Strawberry boxes with Rodelius’s face on them. Pop-Tarts was “perfect,” she says, but Rogue is still a one-woman show where most of the employees are in school. “This is going to be an empire,” she declares. When we meet, she’s just gotten keys to expand the space next door, so that’s a start. “We’ll have IRL all over the U.S. and globally. We’re going to develop our own product line and clothing line and do e-commerce. We’ll do content production and develop longer-format series for YouTube and chop it up into shortform.
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