BE COS: COS, the cult-favorite, H&M-owned brand founded in 2007, opened its first U.S. door, its 104th, Thursday at 357 North Beverly Drive. The 5,683-square-foot, two-story store, with a 1,500-square-foot press showroom upstairs, toasted its arrival the night before with a fete DJ’d by Dev Hynes and Samantha Urbani for guests including Bryan Yambao, Danielle Bernstein, Kilo Kish, Lani Trock, Jenny Le, Zoe Lister Jones, Daryl Wein, Clare Vivier, Brad Elterman and Gabriela Artigas. COS, which launched U.S. e-commerce in May, stocks full womenswear, menswear and kids collections in the store, which will be followed by a slightly smaller location at 129 Spring St. in New York later this year. “Right now we’re just concentrating on those two locations and getting to know this market,” said Marie Honda, COS’ London-based managing director. “So far, the response has been positive.”

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