Minds Features Exclusive Nike X Jacqemus Specialty Sneaker

Two: Minds, the multi-brand retailer on Gansevoort Street in Manhattan’s West Village, has partnered with NikeNKE
and Jacquemus to carry the specialty sneaker from the two brands’ partnership. It’s a coup for the new kid on the block, which cofounder Jesse Dong described as “probably the biggest and most incredible thing we’ve done since opening.

“We’re lucky to be a partner of Jacquemus, one of our bestselling brands, and personally, my favorite,” said Dong. “When we opened, we launched with Nike. The leadership team came to do an in-store visit and saw Jacquemus. About a month ago, we were contacted by Nike. They asked us if we wanted to be the lead store in the U.S. for the collaborative sneaker.

“I was completely in shock and we jumped on a call that day,” Dong said. “Not only is this the first Jacquemus partnership, it’s a juggernaut in and of itself. They added Two: Minds. We’re so excited and we’ve been working very hard to make this possible. We hosted a huge launch party in the store. It’s been awesome with Khaite, Courreges and Burberry.”

Two: Minds opened on April 28, 2021 in the Meatpacking District, which is home to such venerable brands as Hermés, Loro Piana and Brunello Cucinelli.

“It was kind of a no-brainer decision to open a store,” said Dong, of the retailer at 34 Gansevoort Street. “I started speaking to my partner, Robert [Rosenthal, co-owner of Xhibition and Next in Ohio], in May. So many stores were closing, unfortunately. By the time I signed the lease, most of the independent retailers had closed, unfortunately.”

Dong was referring to Barneys New York and Jeffrey New York, among others.

Nike X Jacquemus is the fourth or fifth collaboration Two: Minds has launched in the 16 months since it’s been open. “They all have been massive hits,” Dong said. “We feel lucky that the brands came to us. We’re trying to work through some future collaborations right now. We’re kind of beginning. We’re very collaboration-driven. The brands believe in our execution of their product. The store has transformed so much. It’s taken on such a life of its own.”

The entire length of Gansevoort Street was shut down to allow for the outside/inside Nike X Jacquemus event. “We received RSVPs from 6,500 people,” Dong said. “We launched the collection at midnight and offered it throughout the party. We believe it will sell out. We were expecting 300 people. Nike is doing installations in the window and in the store. Outside, it’s a very immersive experience.”

Dong said Two: Minds is looking to open its second store, however, he declined to reveal the location. “We’re so lucky to have the best staff, clients and brand partners,” he said. “It’s been a very interesting journey. The second store is on the horizon. It’s in a different state. We’re super excited. It’s stressful, but it’s the best kind of stress.

Recently, Two: Minds launched a new brand for the store, Bottega Veneta. “We’re lucky and very excited to be carrying all categories across both genders,” Dong said. “It’s been a true knockout for us. Matthieu Blazy’s debut was most incredible. There’s Pieter Mulier at Alaïa. Young designers are making a new way.”