Studs, the Flashy Gen Z Substitute for Claire’s, Expands to Hudson Yards

With a second, smaller footprint for piercings in New York


Hudson Yards is gaining a new tenant—one that’s quickly become known for its Gen Z clientele and having a line out the door.

Studs, a digitally native brand that first launched in November 2019 with a storefront in New York’s Nolita neighborhood, is opening a smaller shop in The Shops at Hudson Yards. With only a 150-square-foot space to work with, Studs is holding piercing appointments in the hopes of attracting another demographic: tourists.

“Hudson Yards will let us test a small format and tourist traffic,” said Anna Harman, co-founder and CEO, Studs.

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