by Stephen Garner

Uniqlo is celebrating its 15th anniversary in the United States by reimagining its first brick-and-mortar store at 546 Broadway in the SoHo neighborhood of New York City.

The Japanese retailer chose SoHo as the destination for its first U.S. store in Manhattan in 2006, as well as the first-ever Uniqlo global flagship store. “SoHo is the perfect showcase for our LifeWear philosophy, and we are fortunate to start our journey in the U.S. from this community 15 years ago to bring products with the value of simplicity, quality, and longevity to all,” said Daisuke Tsukagoshi, CEO of Uniqlo U.S.A.

After reflecting on the impact of the global pandemic, the retailer is introducing new innovations that aim to meet customers’ shopping needs at its SoHo global flagship store. By incorporating technology and thoughtful store layout updates, the company aims to provide further convenience for customers, and an easy-to-shop experience throughout the store with educational information about products, visual merchandising, and digital elements throughout.

The new experience will start from the glass tank at the store entrance to prominently feature noteworthy launches and collaborations, beginning with the new fall/winter 2021 LifeWear collection. For the first time, the popular UTme! customization station will be available in the SoHo store for customers to create their own tee shirts in real-time. In addition, the brand’s outfit discovery app StyleHint will be brought to life in a dedicated room at the first floor with images of store staff styled in trend for consumers to re-discover the brand. Other features include an area dedicated to Uniqlo Global Brand Ambassadors such as Roger Federer, Kei Nishikori and Gordon Reid. Uniqlo is also partnering with the SoHo Memory Project, to install a photo exhibit showcasing SoHo’s rich history, and Kinokuniya bookstore, for a curated collection of Japanese books and magazines.

“Reimagining our SoHo store is a testament to our commitment to our employees, customers and community,” added Tsukagoshi. “We exist because of our customers, and we grow together with them. Our pursuit to provide everyone apparel that meets their daily needs and in a most convenient way will never end.”

As mentioned above, the retailer is launching a new anniversary brand campaign representing Uniqlo’s respect and admiration of SoHo, as well as the neighborhood’s glorious history and its continuous global Influence.

The new campaign, dubbed “Spirit of SoHo,” was shot by famed photographer Ryan McGinley and stars artist Futura & his writer daughter Tabatha McGurr, writer Carlo McCormick & his artist son Tristan, archivist & founder of SoHo Memory Project Yuki Ohta, gallerist & art dealer Nicole Vassell, and gallerist Jeffrey Deitch.

Each of the subjects of the Spirit of SoHo campaign have had a rich history in New York City and have helped shaped Uniqlo as a brand in the United States over the past fifteen years.