Don't let the "terrible name" fool you: this SoHo outpost of the ultrahip Stockholm-based collective, housed in mirrored, mazelike quarters with carpeting and fur benches, stocks "gorgeous" guy- and girlwear in minimalist cuts; the standout denim and sportswear are "great for Swedish bodies and Swedish winters", as are the coveted boots and accessories; it's "expensive", but these fresh-faced...
Swedish creative collective lands in NYC and we're stoked. What would we do without another pricey jeans emporium in Soho? Seriously, jeans are kind of amazing, and the footwear to match ain't bad either. Studio boutique goes for minimalist-labyrinth thing, with high design setting off crisp modern cuts. Think of all those times you cursed that hot Swedish girl at the bar wearing cute wedges...