Manhattan’s lower East Side has Extra Butter, Miami Beach’s Brickell has Addict, and “The Heights” neighborhood in Jersey City has Sneaker Room. The small chain of stores represents a welcome next step in sneakerhead culture- the luxury sneaker emporium.

Opening in 2006 Sneaker Room has worked to distinguish itself from it’s competitors by offering“ hand-picked, highly sought-after, limited edition products” in addition to the classics. Owner Suraj Kaufman, who has created a scholarship program to benefit Jersey City youth, has also made it his mission to contribute to the community by hosting events like charity auctions and food drives.

Recently Sneaker Room’s Jersey City Location teamed up with Jack Daniel’s to offer Jack Daniels Tennessee Honey and good times to the public.

Attendees (who were carded at the entrance to avoid underage drinking) were provided with complimentary cocktails, liquor infused cupcakes, and lively music mixes from DJ MPure. They were also treated to promotional items like towels and baseball caps brandished by the beauties working the event.

There’s been a lot of talk about how Jersey City demographics are changing but the natives came out to support this thriving small business and seemed as impressed with the colorful art on the walls as they were with the iridescent Air Force Ones on display.

Kaufman worked the room greeting friends and well wishers and periodically hopping on the microphone to riff with the DJ and encourage people to visit the karaoke booth (okay maybe he bribed them but whatever he was super nice about it).

The portable booth, fashioned in a wrapped trailer attached to a Jack Daniels pick-up truck featured strobe lights, complimentary tee-shirts, and enthusiastic participants including a young woman with pink hair belting out the Spice Girls “Wanna Be”.

Other notable performances included an older gentleman with a handlebar mustache gyrating to Michael Jackson, a young man whose voice was actually better than the Bruno Mars backing track he was singing along to (waiting for his mixtape to drop) , and Kaufman himself who brought some friends along for a rendition of DJ Khaled’s “All I Do Is Win” so rowdy that they broke the microphone.

Passersby stopped to watch the trailer shake as they reminded the small audience that “everybody’s hands go up” in service of their victory. Giggling spectators included Desiree Hadley of Urban Girl Magazine and of course your's truly (although after three Jack Honeys and Lemonades I kind of find everything entertaining).

Learn more about SneakerRoom here and for details on their next event make sure to follow them on social media!

#jackdaniels #jackhoney #events #jerseyevents #jerseycity #sneakers #sneakerstore