Haute Fashion: Artizia Boutique Opens “Shop Before the Shop” Pop-Up Store in Soho

During long winters like this one, I just want to hop on a jet plane to the beautiful West Coast to spend the next few weeks relaxing on the beach. If only I didn’t love New York so much, I might actually do it. But since I’m not there, I hop over to The Aritzia Shop Before the Shop instead to get my much needed fix of sunny West Coast style.

The Aritzia Shop Before the Shop in SoHo is a new boutique featuring clothes made with natural materials such as stone and reclaimed wood finish. This temporary shop, which opened last Sunday, is here to prepare for the new Aritzia Flagship store that will open up down the street in the Spring. The style is relaxed chic, the kind of clothes that make you look and feel effortlessly glamorous–and like you may actually hop a jet plane to the coast at any moment. Free flowing and earthy, yet very, very pretty.

Aritzia currently exclusively carries these eight lines: TNA, Wilfred, Wilfred Free, Le Fou, Talula, T.Babaton, A Moveable Feast and Community. Other brands will also be available at the Soho flagship store. There are eight Aritzia stores in the United States, but this one will be the first flagship store in the U.S. and the first store in New York City.

The Shop before the Shop is located at 524 Broadway at Spring St., 3rd Floor, 212.334.3255. It is open Monday to Sunday from 12 noon to 6 p.m. and Friday until 8 p.m.

The flagship store which will open in mid-May will be located at 528 Broadway.

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