📍 8 Greene St, New York, NY 10013
Blue in Green has become a regular stop for me anytime I’m in New York.
This was my third time visiting the SoHo location over the past couple of years, so I’m pretty familiar with it at this point. That said, this write-up is strictly based on my most recent visit, which honestly ranked the lowest out of the three, mainly because of the customer service.
The store sits on Greene Street on a classic cobblestone block. It’s a little removed from the busiest part of SoHo, but still close enough to feel like you’re in the mix.
The entry experience is a bit different.
The doors are locked, and you have to press a button to get buzzed in. Once you’re inside, you’re greeted by a security guard. Personally, I’m not a fan of that setup. It doesn’t feel very welcoming and kind of throws off the vibe right away.
Once you get past that, the space opens up into a pretty dense, product-heavy store.
At first glance, it already feels packed, but then you realize there’s more. There’s a back room filled with even more product, mostly denim, and even a small second-level pop-up space. That part is actually kind of dope. It adds a sense of discovery and makes you want to keep exploring.
Upstairs in that pop-up space, they had a brand called Yamma featured. The woman working up there, who I believe was the owner, took the time to walk me through the brand, its roots in Japan, and how everything is made. She showed me different pieces and explained the production process in detail.
That interaction really stood out. It felt personal, intentional, and way more in line with the kind of experience you hope to have in a store like this. I actually really enjoyed that part.
Product curation is easily the strongest part of the store.
They have one of the deepest selections of Japanese menswear I’ve ever seen outside of Japan. Brands like Kapital, Samurai, Beams, Sugar Cane, Oni, and Full Count are all in there. There’s so much variety that you could walk in wearing one outfit and leave with a completely different one, from socks and underwear all the way up to jackets and accessories.
If you’re into Japanese fashion, this place is a goldmine.
But with that much product comes some trade-offs.
The merchandising can feel a bit all over the place. There’s so much going on that it’s hard to follow any real structure. You’ll see the same brand in multiple spots across the store, and nothing is really labeled in a clear way.
It ends up feeling more like digging through a vintage shop than shopping a curated retail store. There’s some fun in that if you like to take your time and explore, but if you prefer a more organized setup, it can definitely get overwhellming.
The decor kind of follows that same energy.
There are a few standout pieces, like the big denim American flag and small touches like the Godzilla figurines, which I also noticed in the Denver store. But outside of that, the space is mostly just filled with product.
Clothes are hanging everywhere, furniture is covered, and even the counters feel more like storage than display. There’s an out of commission espresso machine tucked into what feels like a random corner. Overall, it feels less like a designed retail space and more like the basement of someone who’s really into Japanese clothing.
Not sure if that’s intentional, but that’s how it reads.
Pricing is what you’d expect.
Everything is premium, and the prices reflect that. The quality is there, so it makes sense. I ended up grabbing a couple of hats from a sample sale, which felt like a win.
Customer service was hit or miss.
I had a few different interactions throughout the store, and the experience really depended on who I was dealing with.
The experience up front wasn’t great. They were mostly just standing around talking about their personal lives loud enough for me to hear everything, and didn’t really engage or try to help at all. It actually got kind of annoying.
The person in the back of the store was the complete opposite.
He was attentive, knew the product, offered to help with a fitting room, and even went out of his way to find pieces he thought I might like. If the whole experience had been with him, this would’ve easily been a much higher rating.
And then the interaction upstairs added another layer entirely. That level of storytelling and care is what you want more of in a space like this.
So overall, it’s a bit of a split experience.
The product is strong, and the location works, but the lack of structure in the store and inconsistent customer service hold it back.
That said, if you’re into Japanese menswear, this is still one of those places you can spend a lot of time in. It’s easy to get lost in it.
The Breakdown
First Impression: ★★★☆☆
Location: ★★★★★
Customer Service: ★★★☆☆
Product Curation: ★★★★★
Decor: ★★☆☆☆
Merchandising: ★☆☆☆☆
Pricing: ★★★☆☆
Overall Experience: ★★★½☆
Great product, cool location, inconsistent execution. Worth it if you’re willing to dig.
— Secret Shopper