Will Cooper has this childhood photo. It’s of him as a kid in Fort Worth Texas, standing in front of a lemonade stand that says “Will’s Place”—except, as he explains, it sold whatever he felt like, whether it was drinks, candy, or baked goods. He took Will’s Place very seriously. He saved receipts and kept a record book of customer names and purchase dates. Tacked on the wall? A schedule of “managers on duty.” (Which were, uh, mostly him.)

Cooper, the founder of home and clothing brand William White, shows me this photo not because it’s adorable—which, well, it is—but because it’s prescient. Like Maddy from Euphoria, he knew who he was from a very young age: both a creator and a proprietor. And on Thursday, September 12, that self-idealization becomes self-fulfillment with the opening of William White Emporium on Canal Street.

Photo: Brett Wood

As the name suggests, William White Emporium contains multitudes: The front section is an extravagant newsstand, where mainstream glossies like Vogue and Architectural Digest are laid out alongside indie titles like Fantastic Man, Luncheon, and the men’s underwear magazine Crotch. (“All the good ones,” he says, laughing, while pointing at the suggestive cover.) In the middle is a coffee bar that sells espressos made and croissants from a Venetian baker in Long Island City. Head further in, and there’s a collection of home decor items: zodiac dinnerware from his William White collection on shelves, alongside artisanal soaps and found objects from the Arles flea market. And right at the back, clothing of Cooper’s own design—corduroy blazers, button-down shirts, and organic cotton trenches—hang on racks for customers to peruse. “There are components that we make and components that we don’t make, like things from brands that we love or antiques,” he says. It’s all set across a crisp, minimalistic space: Cooper, before founding his eponymous brand, ran design studio Ash NYC.

What’s the common thread to his curation? “This whole thing is about rituals,” Cooper says, waving around the room. Maybe that’s a morning coffee and all the things that go along with it, or the items you need for a bedtime routine—one shelf has Marvis toothpaste and fine bristle brushes. Another section seems prime for a lazy Sunday: the magazines you might peruse, the soft white T-shirt you might wear, the glass bottle Coke you might drink if Saturday night went a little too late.