Uniqlo Celebrates Its 10-Year Anniversary With "A New Tokyo In SoHo"

Head down to broadway and pay a trip to "A New Tokyo in Soho" to celebrate Uniqlo’s 10th anniversary of this brand’s first American home. Same store, same looking product but remodeled and reworked with special "shops-in-shop" to bring the clothes to life whilst mannequins demonstrate the Japanese street style way they can be worn (pro tip: lots of men's and women’s clothes over there!). I was lucky enough to sit down with John Jay the global creative director who shared some insight into this exciting transformation and why this neighborhood was so essential for Uniqlo’s growth: "Soho is so meaningful in contemporary creativity in america, in terms of art. The legacy of new ideas being born in SoHo was really inspiring. Now we know everything evolves, this celebration of soho continues. Our 10th anniversary we felt it was best to start with our roots."

And this evolution has also filtered down to making their basics that much better. "We feel that classics can be improved upon.. life wear is about making some improvements to everyones lives in some way," Jay continued. "That’s very much our goal, so the product has a strong purpose and its fits our social mission."

And if the clothes aren't enough to lure you—theres an in store newsstand highlighting the coolest magazines from all over Japan which you can peruse at your leisure whilst drinking a complimentary in store Matcha (September weekends only). "In this digital age, where people are too quick to pronounce print as dead, the number one place in Tokyo where you hang out is the magazine and the book store...you can go till three and four in the morning, its packed and its the great connector...[The newsstand] is a very important part of our transformation, it’ll keep changing and we’re curating it as we go, and we’re excited to watch."

Check out photos from the store below.

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