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When it comes to exploring bizarro cultural phenomena before anyone else, few do it better than Nathan Fielder. Case in point? A decade ago, in a third season episode of his satirical series Nathan for You, Fielder proposed a then-novel idea to a boutique owner struggling to retain customers: a dedicated in-store “man zone” where “guys can chill and relax while the women shop.” Fast forward to today, and brick-and-mortar retail is in the throes of an existential crisis, still trying to optimize the consumer experience. Stores are expected to be experiential third spaces with a café, programming, and parties—all with the ultimate goal of getting you to spend money. One way brands are cozying up their physical locations is through moodboard-worthy interiors and plush furniture, which comes in handy when one member of a shopping party runs out of stamina. Romantic partners often fall on different ends of the spectrum when it comes to their enjoyment of and patience for retail therapy, and thus, the Boyfriend Couch was born. The term unofficially entered the lexicon in the same way many phrases now do: by becoming a meme after a brand’s shitpost went viral. On Valentine’s Day 2023, Aritzia posted a TikTok using Fielder’s “man zone” audio against a video of B-roll from its New York flagship in SoHo, featuring men lounging on the boyfriend couch—either scrolling or staring into space—while their significant others try on clothing. Search “Aritzia boyfriend couch” on any social media platform and dozens of silly posts come up, poking fun at the unenthused (and exhausted) guys dragged to the shop by their girlfriends. Whether the coach was actually intended as a respite for one-half of a shopping couple doesn’t matter; the Boyfriend Couch concept spread like wildfire both on the feeds and in real life. Any store with an above average customer experience has a seating area, but the Boyfriend Couch is specific. Aside from being large enough to accommodate several strangers at a time, there’s usually some sort of curated reading selection to keep them busy, or in advanced cases like Aritzia, a coffee stand to provide a much needed jolt of caffeine. Aritzia’s original Boyfriend Couch, which has been replaced in a recent remodel of the SoHo store, has achieved such a level of cultural clout that there’s a Reddit post asking users to ID the furniture brand behind it. Other stores followed suit, putting more thought and care into their seating areas. Of course, high-end stores have long featured interiors as luxurious as their wares; one of my most fashionable friends says that she goes out of her way to shop at Ralph Lauren with her husband just so she can lounge on their couch. Unfortunately, some of the most popular brick-and-mortar stores for women of all ages haven’t adopted the Boyfriend Couch yet, Brandy Melville and Sephora among them, but it’s only a matter of time. What’s retail therapy—or any type of therapy, really—without a couch? You can’t spell “consumerism” without “neurosis,” after all! As the holiday shopping season approaches, I took a couple of strolls through SoHo and the surrounding neighborhoods for a full Boyfriend Couch scene report. Should you find yourself in the area, below are the best 10 places for a pit stop. A one-stop shop for California classics, the brand’s SoHo location is a great place to vibe out in the middle of your shopping day. Upon entering, you’re greeted by a coffee stand on the left and the women’s collection on the right. A nook by the front window offers the platonic ideal of a Boyfriend Couch setup: a pair of tufted leather sofas, a shag rug, a paper Noguchi lamp, and a low-sitting table piled high with vintage design books, candles, and palo santo. Overall rating: 4.5/5 In the back of the cosmetics brand’s SoHo flagship, beneath the soft glow of an orb lamp hanging from the ceiling, a curved couch with cherry red cushions lines two full walls, ready to welcome dozens of wary boyfriends waiting for their companions to test out every shade of Cloud Paint. This is the busiest store on this list, especially on weekends, so putting the couch in a separate room from the chaotic sales floor for serenity was key. Overall rating: 5/5 The Khaite store in Soho has become known for its spare, moody design, as well as for the tree that’s planted in the back, where the shoes are on display. A sunken black leather couch sits on the opposite wall, a respite for anyone waiting for their partner to shop. Perhaps Adam Sandler, who’s been known to pick up purchases here for his wife, has zoned out on this sofa a time or two. Overall rating: 3.5/5 Los Angeles Apparel Anyone who shopped at American Apparel in the aughts will feel awash in nostalgia from the moment they step inside the former Topshop space (another aughts relic) on Broadway. The new Soho outpost of Dov Charney’s latest basics venture has plenty of seating space on both floors; the largest of them all is a double-sided couch downstairs near the fitting rooms, which can comfortably fit 6-8 people. Overall rating: 4/5 The Soho location of J.Crew’s sister brand only opened about a year ago, with a plum location on the corner of Prince Street across from Prada’s flagship. The furniture is a huge draw here, especially the sumptuous couches: As one person tries on jeans, the other can lounge on a custom de Sede configuration or a vintage Ciuingam sofa. Overall rating: 5/5 Reformation Reformation has three downtown stores within walking distance, all with seating areas of varying sizes—all of which are too small for how busy these stores can get. Since the brand got a huge infusion of VC cash, the stores are tech-optimized and therefore a little soulless, but at least you can stare into the void from the comfort of a velvet couch. Overall rating: 2/5 The popular French contemporary brand has made a massive push stateside over the past couple of years, thanks in large part to influencer partnerships and collaborations that flood Instagram. The first NYC location of the store on Elizabeth Street is always packed to the gills with aspiring content creator-types and those who love them. Luckily, the seating situation is set up well for this, with a quartet of cozy chairs as the centerpiece of the space. Overall rating: 3.5/5 Sporty & Rich Emily Oberg’s wellness-inspired brainchild opened its first flagship store in Soho in 2023, and every detail is carefully considered, from the juice bar to the reading selection. The couch, which is fashioned out of a denim-like fabric, is within reach of a highly curated selection of coffee table books and vintage printed matter, including issues of Condé Nast Sports for Women and World Tennis Magazine from the ’80s and ’90s. Overall rating: 4/5 The LA-based contemporary label has seen blockbuster success since its inception a decade ago, and its Soho outpost is a sanctuary decorated with herringbone wood floors, live plants, throw blankets, soft lighting and velvet upholstery. The seating area could very well be a scene from a tasteful, expensive apartment living room in the neighborhood, and the coffee table is topped with art and architecture books to browse while your partner is shopping. Overall rating: 4.5/5 The minimalist label from Swedish married couple Elin Kling and Karl Lindman decided to go maximalist with their Soho store couches—easily my favorite on this list. The duo of low, overstuffed sofas is covered in a loud floral print with splashes of coral, yellow, and royal blue—a stark contrast to the black, white, and beige staples that line the racks. Overall rating: 5/5
