Off-White opens first NYC store in SoHo

By

Obi Anyanwu

Published
Sep 7, 2017

All roads led to New York City for Off-White. The fashion label by Virgil Abloh opened its first retail location in New York City named EM PTY Gallery on Mercer Street in SoHo.

One would assume that an Off-White store already existed in New York City, given that Abloh is often in the city for his DJ gigs, but the recently added CFDA designer expanded in Asia before heading to North America. The fashion label currently operates 8 physical locations in Asia, including Hong Kong, Seoul, Shanghai, Singapore, Beijing, and Tokyo, as well as global locations in Manchester, London and Toronto.
 
The New York City store located at 51 Mercer Street is located in a garage that was redesigned to look like an artistic warehouse space with stark white walls, concrete floors and bright color metal racks and fixtures. The store also features trees and plants throughout the store, which is complimented by an ambient soundtrack loop of birds chirping.

In store, customers will find the latest Off-White collection, and a bonus collection designed specially for the store. In addition, Off-White will host an official store opening party during NYFW in September.