Mental Health-Focused Brand Madhappy Opens First New York Flagship in Nolita

Madhappy

Madhappy, the lifestyle brand centered around mental health, has officially opened its first flagship store on the East Coast. Located in New York’s Nolita neighborhood, this marks the brand’s second permanent brick-and-mortar location following its original Melrose Avenue store in Los Angeles, signifying a key milestone in its retail expansion strategy.

Situated at 207 Mulberry Street, between SoHo and Little Italy, the two-story store spans approximately 1,800 square feet. Designed in collaboration with Los Angeles-based creative studio PlayLab, Inc., the interior features a distinctive blend of blue-dyed concrete, brushed aluminum, Douglas fir, and ceramic tile, capturing Madhappy’s signature industrial-meets-optimism aesthetic.

A striking 50-foot glass façade offers clear visibility into the space, guiding visitors toward the back of the store, where Madhappy’s in-house café concept, “Pantry,” is located. Originally launched in West Hollywood, Pantry makes its East Coast debut with a curated menu that blends local and international flavors. Highlights include espresso from Tokyo-based Hotel Drugs, Persian pastries from Brooklyn’s Sofreh, and cold-pressed juice from local favorite Tom’s Juice.

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In terms of product offerings, the store carries a wide selection, including garment-dyed T-shirts and fleece hoodies made in Los Angeles, as well as knitwear, outerwear, and third-party sneakers. Also available is the brand’s collaborative project with supermodel Gigi Hadid, “Guest In Residence,” along with a series of exclusive capsules released to celebrate the store opening. These include collaborations with iconic New York institutions such as the New York Yankees, the New York Mets, and Lucali—a beloved Brooklyn pizzeria known for its signature pies.

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According to the brand, Madhappy’s core demographic is women aged 18 to 25, who make up roughly 70% of its customer base. What sets the brand apart, however, is not just its product lineup, but its commitment to a deeper purpose.

At the heart of Madhappy’s identity is a mission to raise awareness around mental health, rooted in the personal experiences of co-founder Mason Spector. The brand’s efforts include hosting panel discussions, publishing the magazine Local Optimist, and supporting mental health research and advocacy through its foundation initiatives.

The Nolita flagship is the first of eight permanent stores planned in the brand’s pipeline. Future locations include Tokyo (slated for winter 2025) and Malibu (spring 2026), while the seasonal pop-up in East Hampton is expected to continue operating.

Madhappy’s brand philosophy—“optimism travels”—appears to be resonating well, even in a city as fast-paced and complex as New York.

 

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