Soho has seen it’s fair share of denim stores – from Atrium, which carried the best denim in the mid-2000s and recently closed its doors to allow for the ever-expanding Kith, to the plethora of stand-alone denim shops around right now – 3x1, J Brand, Acne, AG, APC, multiple Rag & Bone shops, Paige, 7 for All Mankind, the list goes on. Why then, would a new brand, absolutely unknown to the U.S., decide to open up shop?

The answer is in the product, and the fact that Soho is still seen as the shopping mecca of Manhattan. Moussy founders wanted to be in a place where their existing Asian fans would be sure to find them, but they also knew that once the American market got a taste of their premium Japanese denim, they would be instant converts. The offering at Moussy is not just the stiff, dark wash jeans that many ascribe to Japanese denim. Instead, the jeans offered come in a variety of thoughtful washes, and yes, include a slight amount of stretch, no break-in period necessary.

Moussy first launched in Japan in 2000, and since that point, the denim brand has opened hundreds of stores across Asia. At last, Moussy has opened the doors to its U.S. flagship in hopes of introducing American girls to what might soon become their go-to jean brand of choice.

Tribes
Soho shoppers, locals and tourists alike. Many people who know the brand from Japan and China walk in pleasantly surprised to find that Moussy is now available in the States.

Fans
Korean model Hoyeon Jung, model and actress Tao Okamoto, and model Peyton (who is featured in Moussy’s Fall 2016 campaign) are all fans of the brand. Now that the shop in Soho is officially open, there are some new ones - Danielle Bernstein, Harley Viera-Newton and Alexandra Richards who popped in to shop after DJing at the Moussy grand opening party.   The Mix
Moussy’s core is premium Japanese denim. The entire store is dedicated to jeans, but it also stocks a mix of pieces to wear with a great pair of jeans (think: shaggy shearlings, parkas, easy knits, leather jackets). There are seasonal trend denim styles as well as more classic denim styles. The limited White Oak denim style features hand repaired denim. Each piece is one-of-a-kind and shopping the style provides an element of discovery similar to vintage shopping.    Best Sellers
It’s a tie between the MV Fontana Patched Tapered jean, a patchwork pair of jeans for those who want to try a more experimental style that still has a great fit, and the isKO Comfort Brea Skinny, a vintage-looking jean that is still comfortable to wear, as in a little bit of stretch has been added.   Store Design
The large space was designed by architecture firm Bohlin Cywinski Jackson. The store features a 29-foot long denim wall, as well as spacious and chic fitting rooms at the back.

Piece de Resistance
Our favorite element of the Moussy store is the denim wall. It allows you to have the entire denim collection in full view and is the ultimate eye-candy for denim lovers.

Prices
Tops start at $40, jeans clock in at $165 to $290, with specialty denim pieces ranging from $355 to $540. Outerwear starts at about $165 and goes to $1,500 for leather options.   Location 
474 Broome Street, New York, NY.  For those who prefer to shop from home
They can call 646-600-6012 to shop with the help of a sales associate.