Talking Food and Fashion with Paper's Kim Hastreiter as Her Second-Annual Super(Duper) Market Gets Underway

The legendary editor details the "amazingness" of her vendors, from San Francisco's Humphry Slocombe ice cream to some Jersey guys who sell wood butter. She really knows her stuff.
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The legendary editor details the "amazingness" of her vendors, from San Francisco's Humphry Slocombe ice cream to some Jersey guys who sell wood butter. She really knows her stuff.
Kim Hastreiter. Photo: Getty

Kim Hastreiter. Photo: Getty

Kim Hastreiter, founder and co-editor of New York institution Paper magazine, has always wanted to open her own shop. Until that day comes—and man, we hope it arrives sooner than later—Hastreiter keeps herself content by throwing shopping parties for other people. (You know those epic events Target puts on every time a new designer collaboration launches? Paper's creative team, ExtraExtra, is behind the curtain.)

Last summer, Hastreiter further fueled her retail fire by launching the Super(Duper) Market, a weekend-long extravaganza featuring more than 40 food, fashion and home goods vendors from around the country, each handpicked by the editor. Unsurprisingly, it was quite successful, and today marks the launch of the market's second outing, which runs through Sunday, August 4 at at 268 Mulberry Street in New York City. (Click here for hours.) Yesterday, I spoke with Hastreiter about food, fashion and the kinds of things she would put in her dream boutique.

Fashionista: How did the idea for the Super(Duper) Market come about? Kim Hastreiter: I took a trip, like, three years ago to Northern California, and there is just an amazing food culture there. I was inspired to do a food issue, and last year, I decided I wanted to bring the food issue to life. I found some sponsors [American Express and Target] so that I could choose the vendors and artists. You have to be doing something amazingly good in order to get chosen. You can't buy your way in! We have all these wonderful things: Humphry Slocombe ice cream and Bi-Rite olive oil from San Francisco, Health-Ade—my favorite kombucha in the world—from Los Angeles, and this amazing Askinosie Chocolate from Missouri. It's this really spirited community. My fantasy is to have a store. And since I don't, I do things like this to get it out of my system!

Who are some of the vendors that you're most excited about? Well, the Askinosie chocolate, and the kombucha. But also Modern Appealing clothing, which is just the best store in San Francisco. They originally turned me on to Bi-Rite. There's also cutting boards, salad bowls—we're selling wood butter made by these people who live in the mountains of New Jersey. Best Made Company, which is run by Peter Buchanan-Smith, who used to be the creative director of Paper, does camping stuff. There will be enameled dishes and cups—and maple syrup, because he's Canadian. Oh, and I invited AndrewAndrew to do more of an art performance piece. They're selling bar snack mixes. And artist Clare Crespo is selling her crocheted oysters.

Are fashion people more interested in food than they were a decade, or two decades ago? I think it's generational. Fashion people always liked to go Odeon, Le Bernardin, Indochine. But in the older days it was more about gathering. It was more about the place, less focused on the food—even if the food was great. The millenials really care about sustainability. There's more vegetarianism. And they never eat meat that's inhumanely farmed. The younger generation really do care where their food, beauty products, and clothes come from. They want to leave a smaller footprint.

If you could open your own shop—which I hope you do!—what would be in it? My amazing friends. I would want to call it Amazing because it would be filled with amazingness. The best olive oils from Albert Katz. It might also have a sweater by Annie Larson, and Ted Muehling earrings. It would also be about a really high bar of quality and originality and innovation. The best stuff—the best of the best. Not about being the most expensive. My friend [food stylist] Lora Zarubin makes bread. I would sell her bread! I love to curate and find the best stuff, whether it's brand new or a classic.