It’s one of the coolest projects going on right now. The Line is an online boutique launched by a collective of creatives that have the goal of creating a unique shopping experience and I know each time a new e-shop is lauched it’s the same blah blah but this time, they totally got it right.

The idea is to have an online store perfectly edited by the super talented Vanessa Traina and Morgan Wendelborn. And then the stroke of genius comes in when they decided to extend the experience by opening a “shoppable” apartment in the middle of New York. You can go there by appointment, it’s opened to anyone and you can find anything have everything from beautiful art to clothes to toothpaste, all carefully selected to make the coolest distilled collection. Even the closet is for sale!


[ Morgan Wendelborn ]

It’s a also a place to discover Protagonist, created by Kate Wendelborn, one of The Line’s partners. It’s a deliciously minimalist and sublime collection.


[ Kate Wendelborn ]

I love that the selection of clothes is so modern, with a blend of luxury brands (Reed Krakoff, Christophe Lemaire) and others like Vince, which is way more affordable.

So, I love the project because it’s just so modern. I love how it blends the online and offline experience, but mostly, I love it because I want to buy everything they have!