The "Anti-Abercrombie" to Stake Its Claim in Soho in September

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Branding itself as the "anti-Abercrombie", the Touring Company will be opening on Broadway between Grand and Howard. Slated to open on Fashion's Night Out on September 10, the Touring Company will be a "new retail concept" created by a former rock-and-roll touring exec. Bringing a wave of fond nostalgia, the brands will include Wrangler, Woolrich and maybe Dickies, with prices comparable to J. Crew. There will also be new indie brands from the US and around the world, plus t-shirts priced from $24 to $60.

Mercedes Gonzalez, the exec in charge of buying and planning for the Touring Co, tells Crain's NY, "The store is about the indie brands, not some cookie-cutter or the six-pack surfer dude that's gorgeous; it's about the rest of the planet." Sounds like a challenge! Now we're having fun picturing the Touring Company sending three skinny jeans and plaid wearing hipsters down the street to have some West Side Story-like sing-off with the shirtless beefcake over at Hollister.
· "Anti-Abercrombie" of Retailing Coming to NYC [Crain's NY]
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