In a basement retail space caddy corner from the Bandit store on Bleecker is one of NYC's best-kept, IYKYK menswear store secrets. Run by owner Justin Felizarri, Cueva is a treasure trove of insanely well-curated pieces from a host of craftmanship-focused brands from around the world. Stepping into the nondescript space at 86 Christopher Street is stepping into the world and design-oriented mind of it's founder. 

Having become friends with Justin by way of the small biz community in NYC, we're lucky to have gotten to know Justin as he's built up his community and looks towards the soon-to-opened Cueva Greenpoint, in the former Only NY space on Franklin Street.

Let's help you get to know Justin better, and be sure to support him and his crew - they're the best of peoples:

Justin - let’s start with some background. Where are you from? What would you tell the aliens when you first make contact?

Firstly, I’d say hello to the aliens! Secondly, I’d introduce myself as Justin Felizzari from Huntington, New York. I’m 29 and currently live in Greenpoint, Brooklyn! 

So you jumped into the deep-end of retail with Casa Calcio - your soccer-focused store on Long Island. How’d that come about? What’s your connection to soccer and sport in general?

My family was in the soccer retail business for about 20 years. I truly grew up in a retail environment. After two decades, they decided to move on from the business. I had tons of experience running a retail store from working for my folks, so when I opened up my own version of a local soccer store, I felt quite comfortable. We were focused on creating a unique experience for the local player. We had an xbox in-store and used to even host tournaments. As I reflect back on my retail career, I’m grateful for those early days at Casa Calcio which taught me so much.

I’m naturally a huge soccer fan. I support A.C. Milan with all my heart - so much so, if they called me to play right now I’d hop on the next flight to my second favorite city in the world. I grew up playing soccer, but had a falling out with a coach in high school. I switched sports and tried cross country and I absolutely fell in love with the sport of running.  I’m grateful to have been exposed to two incredible sports growing up that I still try to practice to this day! 

For our money, Cueva is the best curated menswear store in the city. Where’d your love of fashion come from? Opening a soccer store (straight-forward in terms of merchandising), to a hyper curated concept with some of the best up-and-coming brands we’ve never heard about - feels like a big jump from the outside, but we’re sure was a long time coming. Tell us about that evolution…

Thanks for the kind words! The journey from Casa Calcio to Cueva was certainly up and down. My ultimate goal was to always work in menswear, but I had just started a soccer store - I knew I couldn’t start a second project straight away. I ended up waiting a year to start a menswear brand called Justin Anthony.

I manufactured the collection in Italy and brought it back to New York City with the hopes of getting into some retail stores. It ended up going horribly wrong and I wasn’t even able to land a meeting! It was certainly a rookie mistake, but one that taught me a lot. I invested everything I had into that brand, so I had to go back to the drawing board. I put my head down and worked hard at growing Casa Calcio. I knew one day I’d have the opportunity to get back into Menswear. Fast forward to January of 2020, I decided to open cuevashop.com - a men’s multi brand retail store that was going to start out as online only. I knew my second go around at menswear would need to be in a space that I was comfortable in - retail.

Who is Cueva for? What does it stand for? 

Cueva is for everyone! When I started the store my vision was to curate a unique mix of brands that each represented a different part of menswear. Cueva stands for inclusivity and exploration!

How do you go about choosing the brands that you select to carry? Is there some through-line or standardized filter, or is it closer to controlled chaos when it comes to curation?

I travel twice a year for fashion week. I go to Milan and Paris in January and June. When I travel, I try to have an open mind and heart. I go to as many shows and showrooms so I can to absorb as much as possible. My approach is split - based on half analytics and half taste level. My focus is to continue curating a unique mix of brands that each represent a different style and/or part of the world. I’m proud to have brands from Italy, Sweden, India, Denmark, Japan, Korea, Mexico, Canada, The United States and many more. 

If you had to highlight 3 brands that you currently have in the rotation for this Fall, which would you highlight? (please add links/a little bit of color on the brand, i.e., what types of pieces they make and where the brands from)

• YMC from London - They make great staples inspired by workwear and military. All their pieces very well made and super easy to add to your fall rotation. 
• mfpen from Copenhagen  - These guys are incredible. They started out using only deadstock fabrics. They would travel to mills across Europe and buy super high quality fabric that huge brands were just going to throw away. This process was naturally sustainable and allowed them to really start off with some incredible materials.
• Brand 3 Doppiaa from Milan - Doppiaa makes high quality garments - all made in Italy using predominantly Italian fabrics. Their take on menswear is classic but playful. 

Alright, very tough one. What’s your #1 favorite piece that’s currently available in Cueva West Village. (please add a link to the piece, and 1-3 sentences on why you love it) 

My favorite piece right now is the Plaid Tweed Work Shirt in Navy from 4SDESIGNS. This piece is made in Italy with fabric from a legendary French mill specializing in tweed called Bacus. 4S by Angelo Urrutia is one of my favorite brands. Angelo’s ability to develop custom fabrics with some of the most prestigious mills in the world and use them on very recognizable /easy to wear pieces is incredible to me. 

What’s the long-term vision for Cueva? 

The long term vision for Cueva is to keep growing it! More stores, more brands and more good clothes! 

Speaking of long-term vision - you’re taking over the former Only NY retail spot on an amazing corner location in Greenpoint. How’d you decide to make that leap for store #2? Why go bigger? And when is the ribbon being cut? 

Our grand opening party is October 4th, 2024! We’re actually doing a collaboration with Barena, a beautiful brand from Italy. I’ve been a huge fan of theirs for many years so this is a full circle moment for me. We’re using fabric from their incredible archive. Our exclusive collaboration will be available the day we open in Greenpoint. I wanted to expand to Brooklyn before anywhere else because of my love for our great city. Having two locations in New York City is a dream come true.

How’d you choose Greenpoint among all the neighborhoods you could have gone to for store #2?

I chose Greenpoint because of the neighborhood feel. I love the overall energy of the neighborhood, the restaurants, the bars, the parks and everything the neighborhood has to offer.

How would you describe your personal style?

I’d describe my personal style as functional. I’m always on the move so for me it’s super important to have a functional/comfortable fit on. 

Any parting words, shoutouts, etc.?

A huge thank you to the Bandit fam for all of the support. 

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You're too kind, Justin. Follow Cueva on Instagram, stop by their store in the West Village, and throw October 4th on your calendar for Cueva's Greenpoint Grand Opening!