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Meet SuperTrash, Prince Street's Latest European Denizen

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Images via Matthew Carasella

You may know the Dutch label SuperTrash. Or, you may not. Regardless, you will know now: The brand has finally landed stateside, making 29 Prince Street its first U.S. flagship after success with 12 stores throughout Europe.

Following designer Olcay Gulsen's launch of fragrances, a girl's collection, a lingerie line, and a quarterly fashion magazine (as well as collaborations with American Express and Barbie), the decision to open a store in New York was easy. "When I walk here, on any street, there's a vibe that is so incredibly strong for me. It's like being on drugs. And I don't do drugs," she said.

While most of her other stores are very "dark," Gulsen felt this location needed to feel more homey, based on the atmosphere of locals that the neighborhood boasts. That's why you'll find the 2,300-square-foot space decked out with white-washed brick walls, light wood flooring, and gold-accented snow white showcases that mimic the feel of her own apartment.

The perimeter of the room is lined with one-shoulder dresses, fringed boots, and felt hats. And it won't stop here, as Gulsen is already thinking about opening two more boutiques, one on Bleecker Street and another in Flatiron.
· Dutch Brand Hopes to See Blake Lively at Its Prince Street Store [Racked NY]
· SuperTrash [Official Site]


29 Prince Street, New York, NY 10012 Visit Website