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It will be very interesting to see how Hawaii-based boutique Aloha Rag makes it in the big city. Led by shop president and buyer Tatsugo Yoda, Aloha is supposedly opening its first outpost in the continental United States by the end of the month at 505 Greenwich Street between Spring Street and the Holland Tunnel on ramp, yet from the scene inside the storefront last night (gallery above), that reveal might have to be pushed back a bit. Maybe they'll be able to finish the decor, bring in the fixtures and cart in clothing within the next two weeks, maybe they won't. And delays aren't what we're worried about. The real issue here is location: Yoda and friends have picked a block without very much foot traffic on the windy far edges of Soho. The boutique will have to become a destination—which is very probable, as they do carry an excellent selection of clothing and accessories for men and women from brands like 3.1 Phillip Lim, Rogan, Ann Demeulmeester and Ksubi. But seriously, the location—that's a risky move.
· Storecasting: Aloha Rag To Storm Hudson Square [Racked]