london taunts us with its coolness yet again.

The tug-of-war between New York and London is always ferocious, with Pete Doherty, Agyness, and Harry Potter pulling weight against Jack White, Chanel Iman, and Gossip Girl.

And though TopShop recently crossed the Atlantic - and thus evened the playing field - a new store is vying to stack the deck in London's favor.

It's Digitaria, a boutique (and gallery, and dance floor...) created by Athens fashion mavens  Eleftheria Arapoglou and Stavros Karelis.

Besides their clothes (and those of some friends), the shop holds a rotating crop of contemporary art, with the first Thursday of each month reserved for an in-store, anyone-come breakfast with the artist.

There's also a series of "Happenings" from performance artist Scottee, including a makeup workshop with Johnny Woo and a fashion lecture from Emma Bell.

Digitaria is so packed with need-to-see coolness, it makes us Americans throw up our hands in surrender.  But at least they'll never have Blair and Little J...