SoHo Kids

Establishment neighborhood
Sweet William (Closed)
85 Kenmare St., Soho
While its name might suggest that this shop traffics in frothy pastel pink and blue onesies, the colorful shelves suggest otherwise. Sweet William focuses on small, lesser known labels—Molo, Bobo Choses, boy + girl—that are, in their words, environmentally and ethically responsible. It’s all equal parts chic and adorable, from mohair cardigans and fox-emblazoned backpacks, to metallic lace-ups and psychedelic rabbit sweatshirts. In addition to clothing, they offer plenty of wooden toys from archival brands like Persephere & Trylon, as well as colorful Rouxrou blankets. There's a second location in Brooklyn, as well as an outpost in Los Angeles.