An NYC bodega on the brink of closing is having a second life as a streetwear brand. Gen Z & Millennials love to rep their favorite food Brandoms, and the fashion trend has taken over streetwear. Gem Spa is profiting from the fad; in a last-ditch effort to keep their doors open, the bodega known for inventing the egg cream created vegan versions of their iconic drink, stocked kombucha and cold brew, and made some merch. The third attempt has become an unexpected success, as more hypebeasts seek obscure apparel to up their clout. (Eater)
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