Etro Finally Brings Its Psychedelic Sensibility to Soho

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Tomorrow morning marks the opening of a new Soho shop featuring bold patterns, bright psychedelic colors, and a massive orange carpet with a bright pink border. No, this isn't a Grateful Dead tribute store—instead, it's the second free-standing Etro to hit Manhattan. The fashion house, know for their elegant bohemian clothes, is opening a 4,000-square-foot bi-level store at 89 Greene Street.

It's been over a decade since Etro's first NYC store debuted up on Madison Avenue. They purchased their new space, formerly a Korean greengrocers, for $12.03 million over three years ago. In 2009 they plastered the space with "Opening Soon" signage, but since then it's been fairly quiet. Until now.

Today's WWD describes the interiors as "cushy." The first floor, dedicated solely to men's, features Italian Santa Fiora stone tiles, that massive orange rug we mentioned above, and leather chairs. A newly painted steel staircase will take you downstairs to the second floor, where the women's collection is housed. Be careful: Bold patterns and paisley dress shirts paired with steep stairs—this could be a fashion emergency.—Yale Breslin
· Etro Opens Soho Store [WWD, subscription req'd]
· Storecasting: Etro Covers Up in Soho [Racled NY]
· More Euros for SoHo [Racked NY]