Paloma Wool is setting up shop in New York — for good. The Spanish label, known for its cozy knits and slinky sets, has permanently returned to the heart of SoHo.

After staging multiple pop-ups at 425 Broome St., the 4,000-square foot space has been reimagined with new decor, including custom furnishings. The brand reteamed with Barcelona-based lighting artist Max Milà for the project, and the boutique marks his first foray into interior design.

Previously, Paloma Wool’s temporary set-ups emphasized lightweight, movable materials. Milà’s layout consists of sturdier pieces: suspended metal shelves, boxy display cases and towering screens all lit with his signature deconstructed fixtures. Still, the aesthetic is recognizable to previous customers and in line with the label’s penchant for minimalism: Think unfinished wood and bare concrete floors.

“The idea for the store design was to keep the language we’ve been developing over the years with our pop-ups,” Pol Conill of Paloma Wool’s brand image team tells Fashionista. “We wanted the same kind of energy, but in a more permanent setting so you can understand that we’re staying here.”

Founder Paloma Lanna launched her eponymous line in 2014 with local craftsmanship and collaboration in mind — she prefers to call it a “project” or “experiment” rather than a brand. Over the past decade, Paloma Wool has teamed up with indie accessories designers, artists and photographers to create limited-edition capsules and conceptual campaigns.

Experimentation is at the core of Lanna’s mission, which seeks to inspire people to embrace “the art of getting dressed.” This philosophy is embodied by the personalized shopping experience at Paloma Wool’s flagship. Each piece is labeled with a corresponding number, which patrons jot down alongside their sizing. One’s dressing room is prepared for them, not unlike a department store or luxury boutique. Mirrors are outfitted with dimmers, allowing customers to see how their selections look in different lighting.

“We’ve discovered that this is the best way for us to take care of our customers,” Conill adds. “We really want you to take your time and enjoy having your own space.”

Lanna’s emphasis on intentional dressing also reflects the habits of Gen-Z and millennial shoppers, who are increasingly investing in “ethical” alternatives to fast fashion. Paloma Wool pieces are comfortable and versatile enough to be worn year-round, flouting fleeting trend cycles. Stylish stars like Kaia Gerber, Ella Emhoff and Kylie Jenner count themselves as fans.

Selecting a different location for Paloma Wool’s first official brick-and-mortar was out of the question. Per Conill, Lanna fell in love with 425 Broome’s floor-to-ceiling windows and open floor plan, though the design still leaves a little to the imagination. Clothing is hung on racks obscured with cloudy partitions, enticing passersby to come in and get a closer look.

SoHo’s cobblestone streets are typically affiliated with designer brands: Prada, Balenciaga and Louis Vuitton are just a few high-end neighbors. Now, Paloma Wool joins fellow female-founded, digital-first labels who’ve settled in the area. Rouje and Odd Muse, who also specialize in affordable luxury clothing with a sustainability angle, opened boutiques nearby within the past year.

Paloma Wool also plans on expanding its retail footprint with a new store and headquarters in Barcelona, the brand’s birthplace. As for further stateside locations, Los Angeles is likely next.

“The U.S. is one of our biggest markets,” Conill explains. “Especially New York, we really have a connection with our community here, and we felt it was nice to give back by staying here and explore having a permanent store outside of home.”

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