New York Fashion Week started not with a runway, but with a gathering. This September, Billionaire Boys Club, in partnership with Buchanan’s Whisky, unveiled its first-ever Mantra Market at the SoHo flagship — a curated space that blurred the lines between retail, art show, and block party.
Over 500 editors, musicians, stylists, and friends of the brand filled Mercer Street, spilling out from the racks and installations that transformed the flagship. Instead of staged looks or corporate showcases, the night belonged to the creators themselves — a new wave of New York talent given the spotlight to share work on their own terms.
The energy felt less like Fashion Week and more like the city rediscovering its edge. Guests browsed hand-crocheted pieces by Arkyve, flipped through Relly’s film photography, and tried on custom grillz from By Ibn. SPRTYK, KeemStudios, Went2YaHood, STFU, and DJ Dilly Rowe rounded out the roster — each bringing their own world into the room, each adding to a larger conversation about where New York culture is headed.
Mantra Market was conceived as more than an event. For Billionaire Boys Club, it’s a return to the mantra that has defined the brand since the beginning: “Wealth is of the heart and mind, not the pocket.” By creating a platform for emerging artists, the evening stitched together communities across music, fashion, and art, reviving the spirit of Mercer Street as the heartbeat of streetwear and street culture.
The result felt like a modern echo of Fashion’s Night Out — raw, collaborative, and rooted in the city itself. With Mantra Market, BBC opened Fashion Week not with spectacle, but with a reminder: the future of fashion belongs to the community.
