The apparel retailer debuted a new design concept, dubbed “Heritage Meets Modern”, at its new SoHo store, which spans 10,000sq ft and three levels.
The new concept blends archival storytelling with updated designs in a way that honours the brand’s 134-year history in New York City, which dates back to the 1890s when it opened a storefront on South Street.
Located on Broadway between Spring and Broom Streets, the store offers an expanded shopping experience, with a broad assortment of men’s and women’s products. It also features Abercrombie’s first-ever accessories section, including footwear, sunglasses, bags and more.
Curated archive displays throughout the entrance and stairway showcase apparel and memorabilia that connect Abercrombie’s New York heritage to its modern-day evolution. Featured pieces include a 1911 “Saranac” cord suit and a rare “Rainbow Pond” jacket made exclusively for Abercrombie & Fitch by Willis & Geiger in the late 1960s.
Heritage-inspired furnishings throughout the store reflect the brand’s longstanding connection to sporting, travel and discovery. Other elements include custom millwork, mosaic tiling and fitting rooms with customisable lighting. Additional store highlights include a dedicated “activation space” inspired by a classic New York hotel bar.
“We are proud to open our doors in the heart of one of New York City’s most iconic shopping destinations, in a place that has been central to Abercrombie & Fitch’s history for more than a century,” said Abercrombie & Fitch Co. Managing Director, Americas, Melissa Worth. “New York has always been woven into our brand’s story and we truly feel that this new store is the best expression of Abercrombie to date, blending our rich history with a modern design that we hope inspires every customer who walks through our doors.”
