Tucked on a side street in New York's East Village, finding the men's apparel and accessories store Odin can feel like going shopping in your stylish best friend's closet. Opened in August 2004 by co-owners Paul Birardi (ex-financial planner to Coach and Barney's) and DJ/art director/designer Eddy Chai (the store's name derives from his childhood fascination with Norse mythology), it's still a relatively new kid on the block, but fashion hunters who seek it out will be rewarded with a hand-picked selection of goods that Chai describes as "thoughtfully edited." He and Birardi, inspired to fill the dearth of shops for men, stock the space with a unique mix of hard-to-find items that balance tailored looks with streetwear, keeping things fresh with new additions every couple of weeks. Their curatorial priority is as practical as it is personal; a "would we buy it ourselves?" test and fair pricing guide the process.