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Fleece Jackets for Everyone! Patagonia Signs for MePa, Bowery

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313 Bowery via <a href="http://evgrieve.com/2012/05/pop-up-party-is-over-at-riff-on-bowery.html">EV Grieve</a>
313 Bowery via EV Grieve

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According to The Commercial Observer, the camping enthusiasts at Patagonia just signed leases for two equally unlikely New York locations. The first is a two-floor space at 414 West 14th Street, the Meatpacking District building that also houses Levi's Premium. And the second, which also takes up two levels, is 313 Bowery, which was once occupied by CBGB.

Patagonia isn't the first national business to take over the old CBGB's space, of course; John Varvatos has operated out of 315 Bowery next door for years now. But it might be the first that isn't self-consciously cashing in on the club's legacy. Previous 313 occupants include the Morrison Hotel photo gallery and Riff, a temporary clothing store housing a line designed by Steven Tyler and Tommy Hilfiger's brother Andy. Patagonia might not be very punk rock, but it's hard to argue that this is the death of some kind of authentically edgy East Village when photos like this one, from Riff's opening, are floating around the internet.
· Patagonia Signs Two Retail Deals Totaling 15K S/F [Commercial Observer]
· Levi's Steps Up Its Game For New Premium Meatpacking Store [Racked NY]
· Coming to the Bowery: Andy Hilfiger's Rock 'N' Roll Pop Up, Riff [Racked NY]


313 Bowery New York NY