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Patagonia Enters Brooklyn by Way of a Boutique Shop-in-Shop

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Image via <a href="http://carrollgardens.patch.com/articles/patagonia-comes-to-boerum-hill-by-way-of-something-else#c">Carroll Gardens Patch</a><span></span>
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Outdoorsy Brooklynites have something to celebrate: Patagonia is coming. In lieu of opening their own superstore—like they have in Soho, the Upper West Side and most recently the Meatpacking District—the new shop will be within an existing boutique.

Something Else at 144 Smith Street will play host to Patagonia in the back space of their Boerum Hill location, which is undergoing renovations now. Owner Doug Grater says the outdoor retailer should be up and running within his boutique by the end of this month. From all accounts, it sounds like this is a permanent location and not a pop-up. Why the brand is tip-toeing into Brooklyn—when they've invested in some serious Manhattan retail presence—is curious.
· Patagonia Comes To Boerum Hill By Way Of Something Else [CGP]
· Fleece Jackets for Everyone! Patagonia Signs for MePa, Bowery [Racked NY]

Something Else

144 Smith Street, Brooklyn, NY