Joseph's Third U.S. Store Will Be Its Soho Homecoming

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The UK-based brand Joseph, which specializes in minimalistic everyday wear for urban city dwellers, just opened its second U.S. location in Los Angeles. (The other currently resides at 816 Madison Avenue.) WWD adds that a third Manhattan store is already in the works and planned for Soho—familiar territory for Joseph, considering it once occupied a storefront at 106 Greene Street.

Once open, the Soho location will follow suit with the brand's recent retail makeover: Stores feature gray concrete floors, white walls, and asymmetrial metal shelves. Pants, arguably the category Joseph is most known for, will also be a focal point, though they won't be the whole shebang. Creative Director Louise Trotter explains, "The old [store] model was much more about key items. You would have key-item displays. We still do that, but it was an intentional thing that we wanted to be more of a collection business and less of a key-item business, and the store was created to showcase the items in that way." Speaking of collections, a handbag line is slated for next spring.
· Joseph Opens Second U.S. Store in Los Angeles [WWD]
· Discontinued: Joseph Bids Soho Adieu [Racked NY]
· Joseph [Official Site]