Ferrari has brought a new chapter of its style story to New York, and it has a distinctly local touch. The Italian marque opened its first permanent Ferrari Style flagship in SoHo on November 12, pairing the launch with a limited-edition capsule curated by New York-born music producer and longtime Ferrari collector Swizz Beatz.
The collection was developed with Rocco Iannone, Ferrari’s Lifestyle Creative Director, and is available exclusively at the new SoHo location beginning November 13. The project puts music, fashion, automotive design and New York street culture in the same conversation.
A Ferrari Collaboration With New York in Its DNA
Rather than simply placing a Ferrari logo on familiar clothing, the collaboration takes a more considered approach. The capsule was created through Ferrari’s “Reconditioned by Ferrari” concept, which gives selected pieces from earlier collections a new life through hands-on redesign and craftsmanship.
Ferrari’s Nero Purosangue black anchors the collection, while New York-inspired graphics and patches give the pieces a local identity. The lineup includes leather and denim pieces, jersey essentials, a racing-inspired Ferrari Suit, a leather bomber, a women’s jumpsuit, special-edition Ferrari Dino Bags and baseball caps. Each style is produced in very limited quantities, with reported runs of just three to nine pieces.
More Than a Storefront
The new Ferrari Style flagship is located at 92 Prince Street, at the corner of Mercer Street in SoHo. The two-level space brings together men’s and women’s ready-to-wear, footwear, leather goods and accessories, along with Ferrari Collectibles: rare mechanical components and objects connected to the company’s automotive history.
Upstairs, the store features the Ferrari Style Atelier, a private space for made-to-measure, made-to-order and one-of-a-kind creations. Ferrari has only one other Atelier of this kind, at its London flagship. Customers can work with the team on details such as colors, finishes, hardware and interior elements for selected accessories.
A New York Connection That Goes Back Decades
For Swizz Beatz, the partnership connects several long-standing interests: music, collecting, design and his passion for Ferrari. He has spoken about being drawn to the marque as a young New Yorker, long before he could own one. His first Ferrari drive in the city was a yellow 360 Modena, and he has since become a serious collector.
Ferrari’s relationship with New York also reaches back much further than this week’s opening. The company’s first North American showroom was opened in Manhattan in 1954 by Luigi Chinetti. The new SoHo flagship gives that history a fresh expression, this time through fashion, collectibles and a collaboration shaped by a hometown creative.
Where to Find the Collection
The Swizz Beatz-curated capsule is being offered exclusively at Ferrari Style’s new SoHo flagship, 92 Prince Street, beginning November 13, 2026. With only a handful of pieces produced in each style, the collection is intentionally limited.
For New Yorkers who follow fashion, music and automotive culture, this is an interesting meeting of worlds — and another reminder that Ferrari’s identity extends well beyond the racetrack.
Read more: nss magazine’s interview on the collaboration · Haute Living’s coverage of the capsule launch · FashionUnited on the new flagship.