• by Ray Schultz , July 24, 2023

New York magazine has debuted what it calls an online boutique in partnership with ecommerce firm Fourthwall,

The shop offers 15 items to start, and features New York (or New Yawk)-branded caps, totes, socks and sweatshirts. It also is selling “Nepo Baby”-branded onesies and bibs, this based on the magazine’s viral cover story: “How A Nepo Baby Is Born.”

“We’ve experimented with merchandise extensively over the years, and are thrilled to finally have a real home for our ambitions,” says Manny Getachew, vice president and general manager, New York magazine. 

Subscribers will receive special benefits including early access and discounts. They will also get 20% off the entire shop at launch.  

The shop is part of parent Vox Media’s larger merchandising effort. Vox recently launched boutiques for brands including Vox, Eater, The Verge, Polyogn, Criminal and Secret Base.