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Fans of Anthom's minimalist cool-girl Chelsea store will be excited to know that it's been replaced by a brand new Soho outpost that has the same gallery feel — and since it's bigger, now there's even more to love. The store's fixtures give the impression that each piece actually is art, but not in an intimidating, don't-touch-the-merchandise kind of way.
This isn't a store where sales associates will ignore you, either, co-founder Ashley Turchin told us during a recent visit. "We're very hands-on, creating and styling outfits. It's more of an experience than a store." Customers will immediately notice the stylized vignettes of different looks throughout the bright, airy space, and, upon further inspection of those copper-colored hangers on copper-colored racks, brands like Achro and 3x1, a first for Anthom.
"We just started carrying denim, we have exclusive styles from [neighboring store] 3x1," Turchin said, pulling a pair of cropped frayed jeans from the rack. Customers will also find a lot more bags and footwear than in Chelsea. Men's shoes are expected to join the fray within two weeks.
Anthom will open a different Chelsea location in the fall, but don't worry — this Soho space won't be going anywhere. "Soho is more of a shopping destination for tourists," Turchin said of the space that neighbors VFiles, Veda, Ted Baker, and Alexander Wang, "so there might be more objects" like lower-priced stationary, candles, jewelry, and fragrances to complement the apparel, whose price point hovers around $250.
Experience the space for yourself: Anthom Soho is open Monday through Saturday from 11am to 7pm and on Sundays from 12pm to 6pm.