By  on July 29, 2010

Don’t let the logo fool you — Limoland is for adults.

The men’s wear brand, known for brightly colored sportswear and its quirky Tanzanian logo, will open its first American store today. The 750-square-foot boutique, at 829 Washington Street in the heart of Manhattan’s Meatpacking District, is the first of several planned for the U.S.

Founded by entrepreneur Jean “Johnny” Pigozzi in 2007, Limoland is currently available at stores including Colette in Paris, Dover Street Market in London, 10 Corso Como in Milan and Land of Tomorrow in Tokyo.

The French-born Pigozzi, who is a venture capitalist, philanthropist, photographer, collector of contemporary Japanese art and owner of one of the world’s largest collections of contemporary African art, believes this is the right time to take the plunge into the U.S. market. “Opening a flagship was the natural next step and New York, being a pulsating fashion hub, was my number-one choice,” he said. “Although a large market, I know the brand is strong enough to stand out in this very competitive environment.”

He said the Meatpacking District “is only getting better and more exciting all the time. With the opening of the High Line and the Standard Hotel, the area is attracting a wider variety of vibrant people. Also, some of my neighboring retailers are incredible brands and good friends, such as Diane [von Furstenberg].”

The store sells a full assortment of vibrantly colored men’s apparel and accessories including polo shirts, retailing from $90 to $125; fleece hoodies for $125 to $165; woven shirts from $160; sweaters from $65 to $265, and casual pants, shorts, swimwear, hats, bags and wallets.

Like the collection, the store is bright and interesting. The floor is covered in AstroTurf, there are exposed brick walls on the side and in the rear are translucent polycarbonate walls backlit with color-changing LED lights. Fixtures are made from reclaimed wood and recycled rebar.

Pigozzi is the founder of Liquid Jungle Lab, a research facility in Panama devoted to environmental conservation. The logo, Mr. Limo, also derives from another passion of Pigozzi’s, in this case his African art collection. The logo was based on the work of the late Tanzanian artist George Lilanga.

To augment the U.S. business, the company is launching an e-commerce site at The site went live this week as well.

The target customer is a man “who is not afraid to be adventurous,” a company spokesman said.

Looking ahead, Pigozzi expects to eventually add more stores in the U.S., although no leases have been signed. “With launching e-commerce, I see the brand having a strong online business with our brick-and-mortar store in New York. We do plan on opening stores in other U.S. cities; L.A. will most likely be our next location.”

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