NYC Store

147 Grand St
Brooklyn, NY 11249
(347) 294-4224 
Open noon - 7pm daily.

Now on its 10th anniversary - a huge milestone in itself - Fool's Gold is ecstatic to announce the opening of a brand new retail flagship in the heart of Williamsburg, Brooklyn. 

While every other brand is doing pop-ups, Fool's Gold is firmly planting its feet, hiring local companies to design its new digs. The store is a striking architectural concept, courtesy of the avant-garde firm Family New York, known for their Off-White retail locations, Kanye's Yeezus stage, and public installation projects across NYC. The shop's unique structure of enfilades is also adorned with a series of eclectic, bespoke fixtures by Brooklyn-based experimental design studio The Principals.

Make no mistake, the store also sells music: its fully stocked vinyl crates span 10 years of Fool's Gold's catalog. But in true FG form, the new Grand St headquarters serves as gallery, clubhouse, and one-stop-shop for all the apparel and tchotchkes you can think of. 


 Photos by Nolan Persons