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Nudie Jeans, the Swedish brand that wants to make your jeans so comfortable that they feel like a second skin, is opening its first NYC store. We noticed the signage for it at 188 Bowery on a recent stroll through Nolita, and a rep for the brand confirms that the space — formerly the home of the fake bodega that literally sold nothing other than Sprite — will be home to a Nudie Jeans shop, the 21st in the world.
While the brand is keeping mum in regards to an opening date or what'll be available inside, we suspect there'll be plenty of the brand's men's jeans (duh) for between $165 and $375, as well as denim jackets, khakis, leather and wool coats, parkas, and other menswear. In the meantime, read up on Nudie Jeans' tips for breaking in a new pair of jeans — which, evidently, includes more than just simply "wearing them."