Early last month Amelia Toro quietly opened her New York flagship at 229 10th Avenue, just above 23rd Street. It is a vast, gallerylike space — 5,000 square feet spread over two floors — in an area not known for its high-volume fashion retail traffic, which makes it an interesting location for a little-known label trying to gain traction in the U.S.
The store is part of a big push for Toro, who is based in Bogota, Colombia, and is working on a reintroduction of sorts to New York. She originally launched her collection out of Bogota in 1990, selling in South America before gaining small distribution in the States. She opened a SoHo store in 2001 just before the Sept. 11 attacks, and closed it soon after. Then in 2008 she shuttered the business entirely, taking time off to refocus.
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