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"From the outside at least, the new DSquared store in SoHo, the company's first stand-alone in New York, looks muted, at least in some ways." In his take on the West Broadway shop, Jon Caramanica goes on to describe how that contrasts with the brand's "clothes that wear you, that require a neon personality for a person to even compete," mixed among an intricate store set-up and a staff that "ooze[s] new-store smell, talking up the inspirations for the new collection and pouring out baby bottles of Evian into tumblers for customers. Unlike the clothing, their enthusiasm is literal." [NYT; Previously]