About 101 Studio Soho

Located in the heart of New York City’s iconic SoHo district.

101 Studio is a multi-brand boutique specializing in curated fashion from leading and emerging Asian designer labels.  Our space brings together a distinctive mix of innovation, youth culture, and high-concept streetwear aesthetics.

Our curated brand portfolio includes 13 De Marzo, SMFK, YJ1NGZYZJ, X-U, KEHANG, and FUFUSOUL, among others—each selected for their unique design language, cultural relevance, and bold creative vision.

As one of the only two authorized FUFUSOUL flagship shops in the U.S. (alongside our sister store Cloudy Library in LA), 101 Studio Soho bridges fashion, scent, and soul—creating a lifestyle experience that transcends the traditional retail boundary.

We aim to bridge Eastern design sensibilities with New York’s cutting-edge fashion scene. 

Surrounded by SoHo’s vibrant energy and trend-setting atmosphere.

The store provides not only a retail experience but a cultural destination for style-conscious consumers seeking originality, identity, and storytelling through fashion.