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Under the old signage and awning of the former Godiva Chocolate shop, Paige Premium Denim quietly opened its doors on Friday on Columbus Avenue between 71st and 72nd. Not to worry, this isn't some sort of hidden boutique angle. The Paige signage is still pending approval from the Upper West Side powers that be—apparently, all signage and even window displays are subject to board approval as if the entire neighborhood is one giant co-op building or something.
The bright and neatly organized space is chock full of signature Paige denim womenswear, plus a corner for the PPD men's line. Jeans start at $169 for a selection of cuts and washes and denim jackets are $198.
For ladies, this summer's ubiquitous cut-off shorts are on tap for $139, the best-selling jeggings are $158 and skinny cargo pants are $169. Come Fall, leather pieces will be added into the mix. Scattered throughout the displays are magazine photos of celebs like Rachel Bilson and Giselle Bündchen clad in their Paige skinnies promising that you, too, can look this fabulous.
The Columbus Avenue location joins the MePa shop, which opened in 2008. Word is that a Soho outpost is also in the works. Interesting that Paige chose the UWS for its second location before Soho, but we have a feeling that it’ll fit right in to the neighborhood mix of young professionals and pilates-addicted moms that are still rockin' their skinny jeans.
· Columbus Avenue Space Goes from Chocolate to Skinny Jeans [Racked]
· Paige Premium Denim Premieres [Racked]
· Paige Premium Denim [Official Site]