& Other Stories is located at 575 Broadway.


What's up with the hordes around Prince and Broadway? H&M’s sister brand, & Other Stories, which launched in Europe in March 2013, opened its first US store on 575 Broadway, last week. And here's why you should battle to get inside.

Besides the chic European sensibility that comes from having ateliers in Paris and Stockholm, what makes the brand so unique, explains Anna Teurnell, head of design, is the mix of styles it offers. This includes “everything from tailored innovative pieces and quirky bohemian-inspired styles to flattering feminine silhouettes and rougher elements, for that effortless look," she says.

The goods, women’s ready-to-wear, accessories and beauty items are priced higher than H&M yet lower than COS — the Swedish retail giant’s other (much-anticipated) spinoff brand set to open it’s doors in December — with prices ranging from nail polish ($9) to a mohair coat ($495).

Don’t live in New York or prefer to do your damage online? Their new e-commerce site Stories.com is open for business as well.

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