Consummately East End, the clothing and “life store” products sold in this popular, half-serious two-story emporium are all about what it means to feel cool. Don a faux-vintage T-shirt printed with inscrutable gibberish, carry home a “The Masses are Asses” mug for your latte, and stock up on the latest on-trend grooming products. Independent, self-knowing—but it only looks secondhand.