Uptown is the new downtown. As street fashion takes its turn to detail-oriented motifs, imported fabrics, and vibrant color ways, Platform in the Bronx is the new boutique for the avant-garde that swarm the downtown New York City scene. Platform serves as an easy reach for the uptown dweller that usually travels the 1.5-hour ride to pick up their favorite pair of Japanese-denim jeans from the downtown boutiques; but they also are positioned as the Bronx hot spot that pulls loyal trekkers from the other side of the D train tracks.
Platform is the latest venture for the Bronx’s own Alpha Jalloh. Longing to bring the style and culture of the downtown scene to the birthplace of Hip Hop culture, Jalloh built Platform, literally, as an extension of his store Uptown Hustlaz. Uptown Hustlaz was established in 2003 on Grand Concourse and fit the category of all the other stores you would find in the Bronx or Downtown Brooklyn. It carried the popular brands and styles that every streetwear embracer sought and there was always room for price negotiations. The name represents all of those who are on a steady, everyday grind and look to take pleasure in the outcome of their work. But Jalloh was always fascinated by the trendy downtown skateboard kids and sophisticated streetwear designs. On a mission to build the store’s street clientele and educate them on the forward-thinking fashions, Jalloh renovated the basement of Uptown Hustlaz turning it into a 1050 sq. ft boutique space with an open floor plan, highlighting the design-forward clothing lines so popular amongst the growing downtown scene.
Goliath and Atmos were able to establish themselves as the first Harlem stores to spawn from the downtown culture. These stores have been included in the circle of boutiques approved by this culture, frequently opening their doors to many downtown associates. This gave the Harlem Fashionistos a place to go and indulge in their style and culture without straying far from their base. This also created a whole new scene of fashion-forward aficionados who would maintain their streetwise manner while impeccably dressed in their fashionable attire.
Platform signifies that Bronx arrival of the downtown scene Jalloh has changed the appearance and focus of Uptown Hustlaz. While still catering to his original streetwise clientele, he brings them the clothing lines that bridge both worlds. . He looks to preserve the image of what it is to grow and live in New York, from the music, to the cultures, to the communities. In this upstairs portion of the store, you can find clothing lines like 10 Deep, LRG and Live Mechanics. The downstairs portion, Platform, is a haven for those fashionistos speckled across the Bronx carrying lines like Penguin, Triko, Earnest Sewn, and 575 Denim. Also with it’s location feet away from the D train, it is sure to open it’s doors to numerous iron horse travelers, hence the subway theme of the downstairs area.
Based on the concept of “everything and everyone starting from somewhere”, Platform donates a percentage of each purchase to charities assisting the homeless across NYC. “Platform represents coming from the bottom up,” says Jalloh, “ and it’s important that we give back to help others come up.” The underground influences the mainstream and that is the main premise of Platform. While keeping the more mainstream brands upstairs in Uptown Hustlaz, Platform showcases.
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