This New ‘Man Shop’ Is Serving Up Shots of Whiskey to All Who Enter

Last month we learned that The Lodge, an online men’s accessories store, was bringing its tobacco-scented “man candles” to the East Village. Last week, the self-described “Man Shop” officially opened at 220 East 10th Street.

Chad Beightol, the president of the company (which would make him The Man), has been giving customers free shots of whiskey simply for coming in. Just like everything else in the shop, the whiskey is made in America. The Lodge looks, feels, and tastes American.

Even though the accessories such as leather wallets and mustache grooming kits are for dudes, Beightol says that about half of the people who’ve come in so far have been women. So, guys, expect to see some Beard Scent Balm under the Christmas tree.

Here’s a closer look at the merch.