As far as flagships go, the rules of Weatherproof's new Soho spot might be buzzier than the clothing that's in it. Not that we wouldn't looove to bundle up in something extra warm as the temps drop, but this store's got major balls to ask usdemand that we leave our Blackberries, iPhones, and (if you're living in 2003) razor flips outside. Honestly, how are we supposed to take selfies in the coats to send to friends for advice? Admittedly, once we part with our mobile devices it might make for a more pleasant browsing experience...we might even take sales advice. And that kind of connection seems to be exactly what Weatherproof is going for. They're calling the sales people "residents" and the customers "house guests,"; Hell, they're even hosting clandestine "date nights" on Thursday, with shopping and cocktails. This may not be a one-stop-shop for all things in your wardrobe, but for winter wear and a little face time (no guys, not the iPhone app), this store is a great go-to for Luddites and techies alike. (PSFK)
Weatherproof, 345 West Broadway (between Grand and Broome streets); no phone available.
Opening reception Thursday, November 10, 6 p.m. to 9 p.m.
Opening reception Thursday, November 10, 6 p.m. to 9 p.m.
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