![]() The brand’s new store arrives in a moment when New Yorkers routinely wait in block-long lines to shop at REI Co-op’s SoHo store on the weekends. There is a lot of retail in the neighborhood that is the pinnacle of experience and very cool but we didn’t want to take ourselves too seriously,” she said. “For Brooklyn, a big focus for us is - let’s really have fun with the location. We are not doing collaborations, that has never been our thing - we are trying to build a very purposeful product for outdoor activities and people adapt and use them however they feel. “What’s funny, even though people look to Patagonia as a fashion statement, we still don’t. While many urban Patagonia shoppers enjoy the brand’s prestige, attention to color and unisex styling, Lewis said that this remains a minimal focus for the brand internally. ![]() When we look at our customer data, we know a ton are living in Brooklyn, but they have been shopping in our Manhattan stores where we have had such a strong presence over the past 25 years, so I expect to see quite a bit of growth in Brooklyn,” added Lewis. “We have so much of our customer base in Brooklyn, it made sense. ![]() It’s the most populated county in the state,” she said. “When we look at New York, we have a pretty solid footprint in, but Brooklyn is a pretty substantial place. Mugler x H&M’s Collaboration Campaign Photos
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