The exterior shop signage at the Alexander Wang store on Mercer and Grand streets in SoHo, in New York City. The shop occupies a massive ground-floor space that until recently was the home for many years to Japanese fashion designer Yoji Yamamoto. Both the old occupant (Yamamoto) and the new (Wang) share a black-on-black-and-white minimalism in the SoHo retail space and in their fashion aesthetic such that from a distance, the shop could be mistaken for that of the other if there was no sign, if there were no branding.