DNA2050 Gets Boutique-y in NoHo

Sisley departed the company of its sister Benetton on Broadway recently, and while we would have expected some other chain store to snap up a prime spot in the heart of NYU territory, and one did. DNA 2050 is a boutique chain, although the only information we can find about it is that they are also opening a store in Tyson's Corner Virginia. it appears they have no web presence, and Google is finding only job listings or genomes in reference to the name. Some of our friends saw a peek inside before it opened and mistakenly identified it as a new G-Star store, and in fact, though nearly half the shop's space is devoted to the denim line including the manufacturers fixtures and signage, the shop also carries other labels including more upscale, contemporary fare like Adam by Adam Lippes, Generra, John Varvatos' Converse line and Susana Monaco that one might typically find in SoHo rather than around the corner from funky 8th Street. It is a bit on the pricey side for this typically budget minded strip of Broadway that is home to American Apparel and The Gap. They have only been open a few days, so its too early to determine success, but it remains to be seen if their more expensive offerings will be embraced or seen as an unwelcome incursion into the vaugely mall-ish Astor Place area.
DNA 2050, 753 Broadway, NoHo

Comments

[*g*]

this store is great....i picked up a very hot john varvatos shirt for my boyfriend and tried on a couple of great dresses myself. this store makes that part of broadway so much more fun to walk down!

[John]

I miss the Sisley Store is all I can say when I walk in here. This store is grasping at clients and has nothing to offer other than they carry the same things you find everywhere else! It is mostly G-star and everything else is either sold out or don't have a size.
There is also a very pushy staff (a bald guy taking credit for the entire concept store) and for the money I am spending here, I would rather spend it at the actual name boutiques!