Say “New Yorker” with a heavy New York accent—what does it sound like? That’s how Matthew Waldman came up with the name for his funky, futuristic line of digital watches. Today Nooka opens up shop inside the East Village concept boutique Den.  The brand is introducing its newest line of lifestyle accessories, which will be launched for the fall season, along with the full line of timepieces. The new additions include a line of unique candy-colored belts ($95), and an eye-catching eau de parfum ($80) in a custom gem bottle. We’re particularly enamored with the Asset Organizer (a fancy name for wallet), which is made from a rubberlike substance, is soft and squishy (so it’s comfortable to sit on, men!), comes in Nooka’s signature bright colors and is even water-resistant.

Take a tour of the space and see what’s in store.

Den, 330 E 11th St between First and Second Aves (212-475-0079). Mon–Sat noon–9pm; Sun noon–8pm. Through Aug 16.