The best independent lingerie stores in NYC

Orchard Corset

Photo: Francine Daveta

37=1
TONY Discount! Korean designer Jean Yu’s signature filmy slips and bra-and-undie sets forgo lace, wires and elastic for simplistic silk chiffon, georgette and charmeuse pieces that function as a second skin. This is one place where A-cups have the advantage, since you need to be flat as a board not to spill out of Yu’s unusual cuts. Pieces can be made to measure and start at $238, but mention TONY and get 10 percent off all lingerie purchases through May. 37 Crosby St between Broome and Grand Sts (212-226-0067, jeanyu.com)

Azaleas
Catering to girls who just want to have fun in the bedroom, owner Cindy Kahng handpicks each frilly number to grace her store’s racks (before they grace those of her customers—har). The result is a collection of bathing suits, lingerie and loungewear that strikes a balance between playful and sexy. You might like Carol Malony’s lacy pink bra with a built-in feather tickler (was $62, now $40), or Deborah Marquit’s French Chantilly lace bras in neon colors that glow under a black light ($165), though be sure to sift through the bargain basket up front for items at 50 to 70 percent off. Slightly more practical: double-sided Flash Tape ($8) for keeping plunging necklines in place. 223 E 10th St between First and Second Aves (212-253-5484, azaleasnyc.com)

La Petite Coquette
As the wall of autographed celebrity-client photos indicates, “the Little Flirt” (en anglais) has drawn a loyal following since it opened in 1978. Known for her acuity regarding proper bra-fit, owner Rebecca Apsan wrote the book on unmentionables (literally—it’s called The Lingerie Handbook), and appropriately, her store runs the gamut, from practical T-shirt bras and briefs (many of which are currently 30 to 80 percent off for the semiannual sale) to problem-solving bustiers and an entire section devoted to full-figure coverage. Hanky Panky mesh undies ($18; buy three and get a free boy shorts through the end of the month) and vanilla-scented silk heart sachets ($5) made in-house are extremely popular. Items slant toward the classy—although pearl G-strings by Bracli ($69) can’t seem to stay on the shelves. 51 University Pl at 10th St (212-473-2478, thelittleflirt.com)

Town Shop
Going to this infamous undergarment emporium, which has been around since 1888, is less about playing lingerie dress-up and more about getting schooled in the proper bra fit (sizings and alterations are free). Forget browsing and prepare to be ambushed by a knowledgeable salesperson that can size you up sans measuring tape and who will expertly guide you through the racks of Cosabella, Chantelle and Wacoal intimates. Busty girls, take note: They store stocks sizes up to K. 2273 Broadway between 81st and 82nd Sts (212-787-2762, townshop.com)

Peress
Completely without the snob appeal of other Madison Avenue boutiques, the down-to-earth, family-owned Peress has been the place for ladies to stock up on classic, affordable underwear since 1927. Comfort trumps trends with froufrou-free brands like Hanro, Cocoon and Private Label, for those who don’t aim to look like a cupcake in the bedroom. A luxe cashmere robe ($425-$1,200) is a splurge, but everything else (bras from $45, briefs from $13) is reasonably wallet-friendly. 1006 Madison Ave at 78th St (212-861-6336)

Brooklyn Fox
Amid textured antique wallpaper and chandeliers is all that a gal needs to look and feel, well, foxy—including garters, corsets, and the store’s own glow-inducing brown-sugar and sea-salt scrubs ($25). Requisite silky, lacy things by Andres Sarda, Lise Charmel and Mimi Holiday hang alongside more outré options like a pleather bra ($89, now $71); Bebaroque hand-embellished, tattoo-inspired hosiery from Scotland ($55); and for him, cotton boxers with a silk-lined fly ($50). A large selection of the store’s lingerie is currently slashed 20 percent—and check out owner Alexis Isadora’s comic book (about rats living in Axl Rose’s Malibu compound), which she sells here for $10. 132 North 5th St between Bedford Ave and Berry St, Williamsburg, Brooklyn (718-599-1555, brooklynfox.com)

Journelle
At this Zen-like space, meticulously organized drawers, fresh-cut flowers and oversize fitting rooms with adjustable lighting are the antidote to stressful lingerie shopping. All purchases are elegantly boxed and wrapped with a purple bow, which only sweetens the deal of scoring staples by Wacoal and Le Mystère at 30 percent off the normal $50 to $80 price tag through April. The staff will even tighten an old bra of yours for $15, whether you bought it here or not. 3 E 17th St between Fifth Ave and Broadway (212-255-7800, journelle.com)

LainaJane
Both tiny locations explode with enough inner wear to rival a department store; bras and camisoles dangle overhead, and bras and thongs are splayed out on tables. The jam-packed racks are overwhelming but manageable, thanks to an accommodating staff who can help you sift through cotton duds to unearth $10 Jezebel sateen thongs and $34 Montelle bras. 416 Amsterdam Ave at 80th St (212-875-9168, lainajane.com). 45 Christopher St between Waverly Pl and W 4th St (212-807-8077)

Epy
The main draw at this pretty-in-pink-themed nook is the house line of lingerie, which you can snatch up in ready-to-wear pieces or have custom-made ($22–$75). Simply bring a photo or sketch of your desired undergarment and they’ll whip it up into a replicated reality. 77 E 4th St between Bowery and Second Ave (212-674-1557, epygirl.com)

Orchard Corset
This old-school lingerie shop is one of the last bastions of old New York, from the straightforward setup (the walls are lined with boxes upon boxes of girdles, hosiery, slips and yes, corsets) to the no-nonsense attitude (the staff will size you up by sight and recommend a bra that supports, not festoons). And the prices are practically pre-inflation: Bottoms are under $16, and bras are less than $35 for standby names (Bali, Playtex, Olga) and sizes up to DD. 157 Orchard St between Rivington and Stanton Sts (212-674-0786, orchardcorset.com)

Brazen Lingerie
Owner Anina Young caters to fuller cups, carrying sizes up to 46K, and makes sure that nothing in her stock surpasses the $80 mark—especially sexy items like Carol Malony’s lacy butterfly (crotchless) underwear ($22), Blush corsets ($50–$60) and come-hither Maribou feather heels ($47), because “you’re going to be wearing it once in a while; you’re not wearing it to work.” according to Young. The boutique is also new-mom-friendly, with an entire section devoted to nursing bras, and a breast-feeding support group led by a local lactation expert on the first Tuesday of every month. 253 Dyckman St between Payson and Seaman Aves (212-567-5563, brazenlingerie.com)

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Shopping guide '09
Best independent shops Forget chain stores. It's the little guys we're loving right now.