Only Hearts

New York, NY
by Lovely Girl | in Bra, The Tell All

Only Hearts founder Helena Stuart launched the brand in 1978, and it wasn’t long before lines were wrapping around the street waiting to get into her tiny Columbus Avenue store. Her romantic style and introduction of “innerwear as outerwear” gained her a huge following. It was only natural that other Only Hearts stores followed, these devotees needed a place to shop.

On Mott Street in Nolita, NYC, this store is a bit of a hidden gem tucked between Soho and The Bowery.  As you come upon the spot, you are welcomed by the Only Hearts welcome mat embedded in tile at the front door step. The store is an unusual mix of vintage clothing and intimates plus new pieces by Only Hearts and other brands. The store is curated in a way that you feel like you’re not in a “brand” store, and that feels unique and wonderfully special. The day I was there, I bought an Only Hearts bra, a Stella McCartney panty set and a vintage skirt found on the lovely terrace.  This store takes you out of everyday New York City and lands you in an eclectic lingerie store filled with goodies waiting to be discovered.

Visit Only Hearts online or shop the store featured in New York at:

230 Mott Street
New York, NY 10012
212.431.3694



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