When it first opened, owner Wayne Fortune, a British transplant, told me that the merchandise, focused on the flagship $40 "Brooklyn Bloke" black and white t-shirt, would be "adult-oriented and classy, something you can wear in the evening." He kept his shop sparse and signless, apparently in an effort to keep it edgy and gallery-like, but it ended up just keeping it anonymous and curb appeal-free. The merchandise also didn't really have much of a market, which didn't help.
This storefront was the previous home to Fifth Eye Optix, and is presided over by a notoriously difficult landlord. Hopefully the next tenant has better luck.