Downtown Blues

Levi Strauss & Co. (San Francisco) has opened a new New York store on Broadway and Spring Street in SoHo.

The 5949-square-foot store has some of the company's newer innovations, such as its proprietary Fit & Finish Guide, a display that details everything a shopper needs to know about choosing a pair of jeans to “fit” his or her needs, shape and personal style. Once the shopper selects a Fit, oversized swatches of fabric guide him or her through a user-friendly spectrum of colors and washes — or finishes — available in that style.

The store also has Levi's new denim gates, which replace the piles of pants in cubbyholes along the wall. Jeans are draped across wall pegs according to size and style. Shoppers can grab their selections right off the peg, or simply ask a salesperson to open the gates behind the pegs that house additional size stock.

“We came to SoHo and specifically designed this store with the shopper in mind to focus on what has made Levi's famous for the past century — the best and most innovative jeanswear in the world,” said vp of stores Diane Padoven. “The new store combines a full jeanswear line, skirts, jackets and tops available from the Levi's brand with innovative merchandising to provide consumers with a user-friendly and fun shopping experience.”