NEW YORK — The duo behind Odin has been busy. In the last year and a half, Eddie Chai and Paul Birardi have managed to open a massive new 2,200-square-foot store in Soho, helped British designer Oliver Spencer debut his first U.S. outpost in New York’s West Village and on Friday, they opened Den, a boutique that is truly unlike any other.
The tiny 350-square-foot space, located in a former massage parlor directly next door to the original Odin outpost at 328 E 11th St., will showcase a complete collection from one designer of the duo’s choice before rotating in a new line every four to six weeks. By dedicating the entire store to only one label at a time, Birardi and Chai hope to give Den’s customers a feel for the selected designer’s whole line. The new concept will also allow the pair to reach new customers, namely women and children, with their product mix—a first for Birardi and Chai.
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