I Went to Paloma Wool's Flagship Store in NYC—Here's Everything I Tried and Loved

I might even go as far as to say that if I could only wear one brand for the rest of my life, it’d be Paloma Wool. That sounds hyperbolic, but going to its first-ever flagship store in New York felt like stepping into my dream wardrobe.

The brand was founded in Barcelona by Paloma Lanna in 2014 and has become a cult favorite for its distinctively dreamy, conceptual approach to everyday dressing. The clothes are both understated and playful—somehow managing to feel laidback yet elevated.

Throughout the seasons, the label continuously informs my wardrobe: its pieces are timeless but always a little unexpected. Each one feels like it was made especially for you, with thoughtful details and a sense of individuality that feels personal. I think of it as "artful minimalism." With a community of customers made up of creative people across disciplines, it's a favorite of artists of all kinds. Since the brand now shows at Paris Fashion Week, I'd love to experience watching one of its runway shows in person someday.

Over the years, I’ve gone down multiple rabbit holes looking for adjacent brands that feel in line with Paloma Wool’s well-known aesthetic—and I’m not the only one. There are tons of TikToks about the brand's signature style, which has become a visual language of its own.

With the opening of its highly anticipated flagship in Soho at 425 Broome Street, here’s everything I tried and loved.

What I Tried On

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