New Yorkers love pain.

How else do you explain paying $7K for a windowless shoebox apartment with six roommates, standing in line for hours to try a “viral” bagel, and inhaling the sweet smell of human pee on a daily basis?

So during New York Fashion Week, we turned this masochism into the main attraction with PAIN: a Soho installation built around one claw machine, housing one impossible-to-win, $20,000 authentic vintage Birkin bag. 

@ny_pain_official