Lifestyle monument

Japanese apparel retailer Uniqlo US is remodelling its first global flagship store, in New York, with a fresh theme, “A New Tokyo in Soho”.

A decade after its establishment, the outlet is again bringing the latest in Tokyo creativity, innovation and shopping experiences to Soho.

“During the past 10 years, Soho has evolved as an important hub of design, creativity and art, and Uniqlo has also grown in the community,” says Uniqlo US CEO Hiroshi Taki.

He says “A New Tokyo in Soho” symbolises a celebration of the flagship’s first 10 years and a commitment to deepen the brand’s roots in the community.

The renovated store will feature multiple shop-in-shop areas, each telling a story highlighting Uniqlo LifeWear and the company’s passion for innovation. A new concept brings together Japanese urban style and Soho street style through classic items like denim and Oxford shirts. It will present Japanese styling through a special partnership with Popeye men’s lifestyle magazine.

Drawing on Soho’s artistic history, Uniqlo plans to engage with the neighborhood through regular cultural events. The store’s mezzanine level will work as an exhibition space, evoking a Soho artist’s loft and featuring products like SPRZ NY (Surprise New York), a collaboration between Uniqlo and Moma that gives access to iconic artists such as Andy Warhol, Keith Haring, and Jean-Michel Basquiat.

Uniqlo Soho will also partner with local stores and restaurants, and extend its relationships with non-profit organisations such Free Arts NYC and municipal agencies, including the NYC Department of Homeless Services.

While the flagship renovation started last month, the store closes on August 22 and will reopen on September 2.

As well as Soho, Uniqlo has stores on 5th Avenue, 34th Street and 53rd Street.

Uniqlo is a brand of Japan’s Fast Retailing Co., which designs, manufactures and sells clothing under seven main brands: Comptoir des Cotonniers, GU, Helmut Lang, J Brand, Princesse Tam.tam, Theory and Uniqlo.

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