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The National Weather Service might have issued a winter storm warning for today due to heavy snow and sleet, but at Uniqlo in Soho, it's almost time for spring 2011. Starting at 10am, the latest collection from Jil Sander's much-loved +J line will be unleashed, and no weather advisory is going to keep shoppers away. Fawnia Soo Hoo reports live from the scene.
9:30am: Good snowy morning! I just arrived and was all mentally and sartorially prepared to wait in this wintry mix, but Uniqlo has considerately allowed +J fans to wait inside the store. Now I'm burning up since I dressed in layers and am wearing ski socks.
9:32am: There are about 25 or 30 people in line right now. I see some familiar faces from the last few launches. Uniqlo staffers even brought benches out for shoppers to sit and wait. Oh—another bench is being loaded in! Now all we need is complementary coffee to make this complete. Too much?
9:35am: Two rumors circulating already: 1) None of the red items have come in yet, and 2) They may let us in early. A Uniqlo staffer just walked down the line welcoming every single one of us with a handshake and an apology for the wait. Classy!
9:37am: The gentleman in front of me came around 6:30 thinking the store was opening at 8am. Oops.
9:38am: These guys are on top of things. They've already distributed shopping bags, and now they're passing out umbrella bags. One over here, please.
9:40am: Oooh! They're opening now!
9:41am: False alarm. We've stopped moving. Still twenty minutes ahead of schedule.
9:42am: The line is steadily growing. Guess the inclement weather isn't keeping +J fans away.
9:43am: OK, now I'm in for real!
Our Uniqlo adventure continues this way...