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Brace: Hollister to Bring Shirtlessness to Fifth Avenue

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Back in May, Abercrombie announced that it would turn Hickey Freeman's abandoned 668 Fifth Avenue space into a branch of its children's line, abercrombie. Today, though,WWD reports that plans have changed. Instead of tow-headed mini-preps, Fifth Avenue is going to be swarmed by bronzed inland surf gods wearing nothing but board shorts and several liters of cologne. That's right, folks: We're getting another Hollister.

At 15,000 square feet, the new space won't be as, you know, epic as the downtown store, which clocks in at 40,000. But with two floors, a double-height glass storefront and 28-foot ceilings, it should certainly be exciting enough to attract tourists over from the nearby Abercrombie line. Actually, now might be the time to invest in a tour bus—somebody entrepreneurial could make good money ferrying lost out-of-towners between the two stores.
· Storecasting: Abercrombie to Take Over Hickey Freeman at 666 Fifth [Racked]
· Hollister to Open on Fifth Avenue [WWD, subscription req'd]
· Now Open: Hollister Is Surprisingly Un-Beachy [Racked]