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Want to give your wardrobe a summery boost? You can do what you usually do and give the "New In" section of ASOS a quick digital browse—or you can shop that beloved British retailer IRL at the brand's first-ever U.S. pop-up store, which has taken over Soho's 120 Wooster Street through Sunday, June 22.
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“Bringing its trend-forward aesthetic to SoHo, NYC, one of the city’s most iconic neighbourhoods for style and culture," per the brand, the immersive two-story pop-up shop features a curated edit of spring/summer 2025 styles across women's and men's clothing, accessories, and shoes, spanning exclusive drops, seasonal pieces and e-commerce collections.
Shoppers are able to peruse both ASOS-owned and partner brands, including Arrange, ASOS's "premium, craft-focused label designed in London by a women-led team (and yes, that does mean dresses with pockets)" that launched this past March. And as with the usual ASOS digital experience, the sartorial stock at the pop-up boutique is separated into themed sections (think "Euro Summer" and "Party Vibes"), with items priced between ten bucks and $300.
Can't find your size or favorite color in store? Given that ASOS is first and foremost an "e-tailer," customers will be able to scan the QR code on any given item, which will then take them to the product's specific purchase URL on the ASOS website.
The UK-based fashion giant, which boasts 20 million active customers in over 200 markets worldwide, debuted its first pop-up store in London in November 2023. And if all goes well in New York, the retailer will continue to expand its physical presence stateside with even more planned activations throughout the U.S.
"Right now, this is a test-and-learn moment," Sean Trend, ASOS’ Managing Director, told Forbes. "We're focused on making this first activation a success and exploring how we might bring similar experiences to other U.S. cities. While permanent retail isn't the immediate plan, if the response is strong, we would love to take the concept to other cities, and we may even invite our customers to help decide where we go next."
And if you miss the Soho shopping event, don't fret: ASOS will also be popping up out east this summer, with a themed ASOS suite coming to The Surf Lodge in Montauk over Fourth of July weekend.