Over the weekend, the legendary Belgian fashion house Dries Van Noten marked a new chapter with the opening of its latest boutique in New York City. Nestled in the heart of SoHo at 168 Mercer Street, the new flagship stands as a true testament to the designer’s enduring legacy and unmistakable aesthetic—even as he takes a step back from the helm of his eponymous label.
Earlier this year, in March 2024, Dries Van Noten stunned the industry with the announcement of his departure as creative director after nearly four decades. In his place, Julian Klausner was appointed to take the reins, sparking curiosity about the future direction of the brand. But if the new store is any indication, the spirit of Van Noten is not only intact—it’s thriving.
A Design Language That Speaks Volumes
Dries Van Noten has always had a knack for merging art, architecture, and fashion with precision. His SoHo outpost reflects that legacy with striking clarity. Spanning 328 square meters, the boutique is a seamless fusion of industrial materials and organic textures—raw stone, burnished metal, and natural wood—each carefully layered to evoke a feeling of quiet elegance and artistic intent.
“The space began to guide us,” Van Noten shared. “We’d come in with ideas, of course—but once we started placing objects, choosing textures, letting in the light, the spaces started to show us what they needed. It became less about control and more about paying attention”
This thoughtful approach resonates throughout the space, where curated works by artists such as Ben Storms and Simone Crestani provide moments of sculptural brilliance. Think: a gold-leaf room divider, a marble coffee table carved into the softness of a pillow, and installations that blur the lines between art gallery and retail space.
A Boutique That Feels Like Home
Dries’ personal fingerprint is evident in every corner. Much like his much-admired Belgian home in Ringenhof, the boutique exudes character—contemporary yet timeless, minimal yet opulent. The high ceilings (soaring at seven meters), the dimmed, almost mysterious façade, and the historic cobblestones of Mercer Street form the perfect canvas for the boutique’s layered interior design.
Continuing the Legacy, Boldly and Bravely
Despite his recent transition, Van Noten’s involvement in the project alongside Klausner reassures longtime admirers that the brand’s DNA remains untouched. The store showcases ready-to-wear collections, beauty products, and accessories in a way that’s immersive, experimental, and entirely authentic to the Dries Van Noten ethos.
For the New York fashion landscape, the new SoHo boutique offers a fresh perspective—a brave, artistic alternative to the polished minimalism of neighboring luxury retailers. The Dries Van Noten customer is unafraid of a little edge, a little fantasy, a little artfulness—and this new space invites them in with open arms.
Visit the Boutique
Now open daily, the Dries Van Noten SoHo boutique is more than just a shopping destination—it’s a sensory journey through one of fashion’s most influential minds. Whether you’re a devoted follower of the brand or a curious newcomer, it’s a space worth experiencing.
📍 168 Mercer Street, SoHo, NYC
