Fool’s Gold has always been more than a record label. From year one, A-Trak & Nick Catchdubs’ Brooklyn-based brand was running nationwide tours, putting on art shows and slinging merch. Their expertise at hand-picking the best and the coolest applies to any medium, whether it be a festival bill or a compilation album. Now on its 10th anniversary – a huge milestone in itself – Fool’s Gold is ecstatic to announce the opening of a brand new retail flagship in the heart of Williamsburg, Brooklyn.
While every other brand is doing pop-ups, Fool’s Gold is firmly planting its feet, hiring local companies to design its new digs on 147 Grand Street. The store is a striking architectural concept, courtesy of the avant-garde firm Family New York, known for their Off-White retail locations, Kanye’s Yeezus stage, and public installation projects across NYC. The shop’s unique structure of enfilades is also adorned with a series of eclectic, bespoke fixtures by Brooklyn-based experimental design studio The Principals.
Saturday’s opening doubles as the launch of Fool’s Gold’s Summer ’17 clothing collection, entitled “New York’s Loudest.” Along with all the necessary tees, hoodies and hats, it introduces new cut & sew pieces like a full tracksuit, coach’s jacket and shoulder-strap bags.
Make no mistake, the store also sells music: its fully stocked vinyl crates span 10 years of Fool’s Gold’s catalog. But in true FG form, the new Grand St headquarters serves as gallery, clubhouse, and one-stop-shop for all the apparel and tchotchkes you can think of.
So stay golden and come celebrate the opening this Saturday, May 20th from 4-7pm with music from iconic Dipset producers The Heatmakerz, the mysterious Flan Emoji, young BK star Kitty Cash and FG’s own studio wizard Nick Hook. The store is then open from noon-7pm daily.