Herno opens new store in New York’s Soho

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