Nothing against H&M's other sister brand, & Other Stories, but COS, short for Collection of Style, has been toying with our hearts for what feels like forever (okay, a year) since we heard its first-ever U.S. store would be opening at 129 Spring Street. In the past twelve months, buzz for the brand has only grown, thanks to multiple opening date announcements (and subsequent cancellations), our own conspiracy theories, and rumors about its totally haunted address.
So why is the uber-minimalist, Swedish line so buzzworthy? For starters, it already has locations in 22 countries, meaning that since its launch in 2007, Americans have had a full seven years to build up envy for those lucky enough to be able to shop there. Plus, the price point, while steep compared to H&M's, is well below what you'd expect after flipping through the gorgeous lookbook.
The most recent intel suggests the store will open on December 8th. Here's to another two months of COS gossip.