Since its founding in 1968 by Gimmo Etro, the family-owned fashion house, Etro, has been regarded as a luxury leader, creating clothing, accessories, fragrances, textiles and home goods that are coveted around the globe. Having long held court on Madison Avenue (since 1996), Etro has recently expanded with an impressive new outpost in the hub of SoHo on 89 Greene Street, at the corner of Spring Street. Now, aficionados of Etro’s Milanese classic tailoring, bold kaleidoscopic prints and paisleys, lavish fabrics and fantastically loud colors, can invest in the choicest pieces from the most recent collections downtown.

The impressive fashion paradise measures 4,400 square feet and is located in an attractive five-story historical building from the late 1880s. Etro has painstakingly restored the two-floored space to its near-original glory. A design guru’s dream, the boutique boasts high tin ceilings, industrial overhead lighting, exposed brick walls and oversized double-hung windows.  The loft-like boutique is a new design venture for Etro, one which reflects the progression of SoHo, yet celebrates its historic past. Never to stray far from its Italian heritage, Etro ensured that all of the interior millwork (columns, capitals, etc.) was created in Italy and the stone flooring used throughout; classic Italian Santa Fiora stone.

Shoppers are welcomed onto the main level by the dapper Etro men’s collection (helmed by the founder’s son, Kean Etro), while the tasteful and airy subterranean space caters to the gorgeous Etro women’s (creations from Kean’s sister, Veronica Etro).

An assortment of cognoscenti strolled to the boutique’s opening day, Feb. 19, for a flûte du Champagne and a chance to gaze at the latest runway looks displayed under treated stainless fixtures, backed by classic Etro gray lacquered panels.  The boutique’s superb selection of accessories are displayed in glass vitrines, surrounded by well-appointed lounge areas, created from nothing less than Etro home furnishings.

“We are thrilled to be opening a new boutique in SoHo, a location we have been eyeing for several years.  Whether you live in New York City or are a visiting tourist, SoHo is a huge shopping destination known worldwide,” exclaimed Etro CEO, Ippolito Etro.

If Signore Etro only knew how elated we were that Etro has moved its sophisticated and fanciful creations downtown!

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