Given that SoHo was infamous for its sweatshops in the mid-20th century, it’s ironic that the neighborhood is now a magnet for some of the world’s most luxe fashion brands, including Celine, Chloé, Dior, Gucci, and Louis Vuitton. It’s not all designer apparel and accessory shops, of course. The Citizenry, De Padova, Design Within Reach, and Ochre Showroom are among the neighborhood’s most fashion-forward decor stores. And more on-trend, cutting-edge brands are opening among SoHo’s cast-iron storefronts every month.
Known for impeccably tailored classic silhouettes for men and women, France’s Officine Générale made SoHo the site of its first U.S. shop, launching here in December 2021. From jeans made in Portugal of Japanese organic-cotton denim to loosely structured suits of Italian virgin wool that hang just so, these timeless pieces will make you feel pampered and stylish now and for years to come.
Another French apparel brand also opened its first Stateside shop in SoHo in December 2021, AMI is the brainchild of designer Alexandre Mattiussi. The style skews both preppy and playful, but like Officine Générale, its menswear and womenswear are undeniably French. Recent standouts include ankle-skimming black chiffon silk dresses with ruffles and translucent skirts, baby-blue smoking jackets for men, and backpacks made of blissfully soft leather.
The name of designer Mike Amiri’s eponymous apparel brand is similar to that of Alexandre Mattiussi’s, but the aesthetic is distinctly more outré: Think luxe streetwear meets Coachella. In his SoHo shop, which opened in autumn 2021, you’ll find tie-dyed stretch wool trousers and cashmere crewnecks for men, oversize leather work shirts and two-tone raw-hemmed carpenter jeans for women, and varsity-style jackets with chenille bone appliqués on the arms for whoever fancies them.
Twenty-one years after launching her womenswear label, Mara Hoffman made SoHo the site of her first boutique, in autumn 2021. The wealth of greenery in the shop speaks to the brand’s emphasis on sustainability. All its swimwear, for instance, is made using recycled fibers, with organic cotton and eco-friendly linen among materials used for other items. Mara Hoffman is also one of the relatively few designers who offers clothing in plus sizes.
When you want a break from high-end retail or need a dose of cuteness, step into Miniso, which opened its SoHo store in February 2022. Just about everything costs less than $10, and everything is guaranteed adorable. Manicure sets housed in pouches that look like pandas, Dumbo-decorated car air fresheners, squawking chicken toys for dogs, plushies galore: No wonder the lines wrapped around the corner on its opening day.
