Hydrogen's store in New York.
Courtesy Photo.

Hydrogen has just opened its first American flagship in New York’s NoLIta district.

The store offers men’s, women’s and kids’ apparel, in addition to shoes, accessories and a tennis-focused collection. The design concept recalls Hydrogen’s flagships in Milan and Japan and is conceived to welcome customers in an intimate space with an atelierlike atmosphere.

“[This opening] is a small yet very important step for us,” commented Hydrogen’s designer and founder Alberto Bresci, explaining how his brand is rooted in Italy, gained success in Japan and now targets the U.S. “I like to say ‘Born in Italy, raised in Japan, settled in U.S.A.,’” he added, underscoring that his goal is to bring and develop Hydrogen’s luxury sportswear concept in this market.

The brand counts 13 doors worldwide, including flagships and corners in international department stores such as Daimaru, Lafayette and Mitsukoshi.

Japan and Korea are Hydrogen’s best performing countries, followed this year by the expansions in the United Arab Emirates, in the U.S. and in Central European countries.

“Opening doors in international markets is more and more an integral part of [our] wide, ever-changing retail expansion project,” said Bresci, stressing how the company’s stores prove the international interest in the brand.

Launched in 2003, Hydrogen has also embarked on cobranding projects with prominent names through the years, including K-Way, Superga and Fiat, among others.

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