Alex Rodriguez-backed e-commerce start-up NOWwith, menswear brand Rodd & Gunn and women’s clothing line La Ligne are dressing up 177 Lafayette Street — the building once home to WeWork’s first location.

NOWwith nabbed the entire third floor of the six-story building between Broome and Grand streets in a five-year lease. The company, which provides software that lets celebrities sell products on their social media feeds, already moved into the space ahead of its August launch, according to Platinum Properties’ Hiro Nishida, who represented the tenant in the deal.

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