Boutiques I Love: The Line

Based out of New York City, The Line is a rare retail concept intent on setting the bar for their discerning clients. An online boutique spans fashion, beauty, homeware and art, whilst a sprawling apartment, The Apartment, brings the refined collections to life with carefully curated rooms showcasing expertly sourced ranges.

The concept is the brainchild of a creative collective that includes Vanessa Traina and Morgan Wendelborn. The talented duo edit the collection online, which comprises clothing from Proenza Schouler to Protagonist, iconic furniture sourced by The Line team, and beauty and bath goods from the likes of Susanne Kauffman. The ‘shoppable’ Apartment is available for anyone to visit by appointment, and demonstrates a contemporary-cool aesthetic that is oh so covetable. Aside from the advertised ‘wardrobe building’ and interior design brainstorming, daily, you can be taken room by room through a sublime lifestyle experience – we challenge anyone to leave empty handed! Be sure to give their Pinterest boards a glimpse too – their super-cool style, the architectural highlights of The 1872-built Apartment and the creative team’s inspiration are all on offer.

With a vision that discusses a pared back, stripped down, and pulled together approach to curation, The Line’s on and offline experience mirror one another effortlessly. The ethos is carried through in to ‘The Stories’ area of their site, where chaptered content takes the viewer through polished style advice, exquisite interior and furniture must-haves and biographies of featured designers and artists.

As if this unique model wasn’t setting them apart enough, The Apartment also hosts events from breakfasts to collection previews and art exhibitions featuring names from Annie Leibovitz to Robert Mapplethorpe. Currently, ‘The Body Never Lies’ exhibition adorns the walls.

 Visit their website to view The Line collections or book your appointment at The Apartment.
 OR You Might visit to

 76 Greene Street, 3rd Floor New York, NY 10012
Wednesdays noon to 8:00 p.m., Saturdays 11:00 a.m. to 6:00 p.m., and by appointment