Woolrich Opens Expansive New Downtown Flagship

Just doors away from its previous location, Woolrich has opened a newly renovated flagship in the heart of Soho. The expansive new store was designed in partnership with architect Andrea Caputo and amplifies the standard retail experience with several promising features. In addition to carrying the American label’s range of outdoor-friendly apparel, the boutique houses an immersive Snow Room designed in collaboration with Techno Alpin — the experiential space (which first debuted in Milan back in 2017) allows customers to test out the brand’s merchandise in action against extreme conditions including snowstorms. How’s that for a fitting room?


After customers are done battling the elements they can treat themselves to premium coffee in the in-store cafe. And if they wanna add their own spin to their gear, a personalization station offers full customization services to enhance some of the brand’s signature styles.


Woolrich is open now at 121 Wooster Street.