Where? It recently relocated from New York's edgy Lower East Side to the trendy SoHo district, between Prince and Spring streets. Hip boutiques such as Marc Jacobs and renowned eatery the Mercer Kitchen are nearby. Seven is in the basement of a large building. Who? The boutique features clothing for the adventurous with an avante-garde touch. The store was set up in 2000 by Joseph Quartana (who is also the buyer) and his partner, Steve Sang, because they felt the city needed an unusual boutique that promoted cutting-edge fashion. The store's mission is to consolidate the work of forward-thinking and influential designers in one space. Fashion finds: think futuristic fashion combined with clean-cut minimalism and edgy streetwear. The shop features 30 men's and women's labels, including Bernhard Willhelm, Preen, Imitation of Christ, Veronique Leroy, Proenza Schouler, Pauric Sweeney, Haider Ackermann, Cosmic Wonder, Raf Simons, Jeremy Scott, Tsubi and Bless. Accessories are also available. The vibe: the store creates a mysterious ambience with dark wooden floors and low lighting. The new location was designed by John Demas and features black mirrored walls. Fitting rooms are hidden behind floor-to-ceiling mirrors. Upon entering, women round a square central pedestal to the left while men file to the right (apparently it's a Buddhist concept). Favourite looks of the season are exhibited in the centre of the shop floor and runway shots and visual material can be viewed on a large LCD monitor. The crowd: shoppers include creative types from various fields, including music, art, design and fashion. The shop has a strong following among celebrities such as Lindsay Lohan, Bjork, Madonna and Tilda Swinton, and the age bracket ranges from 15 to 55. Extras: the store is strictly underground and exclusive. Its website offers online sales for international customers. Seven New York is at 110 Mercer Street, New York City, tel: 1 646 654 0156; www.sevennewyork.com .