Apparel retailer True Religion opened its first global flagship in New York City's Soho neighborhood. The opening follows the success of the brand's Brooklyn location, which was unveiled earlier this year.
"Our new Soho flagship reflects the current evolution of our brand and where we are heading as a whole," said David Conn, CEO. "Consumers can now experience the full depth of our product line, shop and interact with True Religion on an entirely digital level. We are very excited to launch and roll out this new concept to a broader group of our stores in the near future."
The location spans 3,000 sq. ft. and will offer the full scope of the brand's line. It will also carry the exclusive collaborative collections assembled with supermodel Joan Smalls and athlete Russell Westbrook.
The flagship focuses on digital innovations, which include storefront window displays featuring streaming video content. The window showcases statements made by shoppers about the brand.
In addition, the store is outfitted with digital kiosks and iPads that provide product-on-demand.
Exclusive to the location is a mural at the entrance designed and painted by New York street artist RAE. RAE's urban-inspired pop art pays homage to the vibrancy of New York City and the brand's fearless attitude.
The mural display will be the first in a series of monthly events in which artists will take the stage to showcase their work.
True Religion joins multiple other retailers who have recently opened flagships in New York City, including Charming Charlie, Topshop and Eddie Bauer. H&M is preparing to open a 63,000-sq.-ft. flagship in the city this year that is slated to be the biggest unit worldwide.
-See this True Religion press release
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