The Line

The Line was founded in 2013 in New York by Vanessa Traina, Jaime Falkowski, and Morgan Wendelborn as a digital-and-physical multi-brand operation focused on the intersection of curated home objects, fashion, beauty, and the broader lifestyle-aesthetic retail conversation that the founders saw as structurally underserved by both traditional luxury department stores and emerging luxury e-commerce. The Line operates from a townhouse-style retail space on Wooster Street in SoHo that doubles as both retail showroom and editorial set, with the store's design discipline anchoring its position inside the post-2013 American lifestyle-and-fashion retail conversation. The Line vocabulary built up around a tightly edited mix of luxury fashion, contemporary designer brands, premium home objects, and curated beauty pipeline: The Row, Khaite, Toteme, Loewe, Maison Margiela, plus a deep home-and-design-object program that includes furniture, ceramics, fragrance, and the broader lifestyle pipeline. The store's editorial content—the integrated TheLine.com magazine, lookbook program, and ongoing styling-and-design editorial—gives the operation a magazine-publication voice that anchors the broader Line identity. The Line operates from its Wooster Street SoHo townhouse plus a robust e-commerce platform that distributes globally. The store's customer base—heavily skewed toward New York creative-class, design-industry, and luxury-aware professionals—treats The Line as one of the defining post-2013 New York lifestyle-and-fashion curated retail reference points. For New York customers building a lifestyle-and-fashion-anchored wardrobe through the post-2013 era, The Line has been one of the defining retail destinations alongside The Apartment by The Line, Aesop's retail program, and the broader American lifestyle-fashion retail network.