HERNO OPENS NEW YORK FLAGSHIP

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Italian outerwear brand Herno has debuted its first US store in New York, on SoHo’s Greene Street.

The 1,728sq ft space mixes stone, wood, fabric and leather in the interior to create a classic space with a contemporary twist. Elements of a grand home are woven into the mix via the slate and flannel panel walls a minimalist fireplace and the bookcases full of art and architecture.

In addition to the natural feel of the fixtures, there is a vertical green wall and a fountain at the entrance to the boutique that brings the outside into the store.

The menswear, womenswear and kidswear is hung from the label’s signature black steel hooks while a video screen tells an abstract history of the 70-year-old brand via montages of art, pictures of workers in the past and present and images of the forest and water.

HERNO OPENS NEW YORK FLAGSHIP

HERNO OPENS NEW YORK FLAGSHIP

This is the brand’s 48th store and the start of a push to grow sales in the US. Currently one of Herno’s biggest export markets is Japan, where it has 14 stores. It also has five each in South Korea and Russia.

New York

95 Greene St, New York, NY 10012, USA