Julie Anne Quay, founder of Soho store and social media site VFiles, hasn't just created a successful business platform: She's created a lifestyle.

"People are tribal," says Australia native Quay, in her store on Mercer and Grand Streets in Manhattan. She picks up a pair of long black shorts with the letters "HBA" stamped across the crotch, advertising the brand Hood by Air, a favorite of Kanye West, A$AP Rocky and Rihanna. "The person who wears this is part of our tribe."

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