Hydrogen arrives in New York

Hydrogen, the luxury sportswear label founded in 2003 by Italian designer Alberto Bresci, has opened its first US mono-brand store, at 6 Prince Street in Nolita, New York, the world's streetwear capital.

The new store's interiors reflect the design adopted by the Milan mono-brand store and by the label's Japanese shops. The objective is to create a recognisable international style for the label's retail look. The US store however has added something wholly innovative: a different shopping experience, exclusively dedicated to the New York clientele, morphing a classic retail environment into a fully fledged luxury sportswear atelier.

The store features Hydrogen's men's, women's, children's and tennis collections, and its retail approach runs counter to that of the leading US sportswear labels. Hydrogen seeks to establish a closer relationship with its customers through an emotional shopping experience, with an atmosphere designed to make them feel at home.

Italy accounts for 27% of Hydrogen's revenue, while the remaining 73% comes from exports, the main markets being Japan and South Korea. In 2016 the label made its first forays into highly promising markets such as the USA and the UAEs, and has strengthened its position in central Europe. Hydrogen currently operates thirteen retail outlets, including directly owned mono-brand stores and retail corners managed by partners and local distributors, also within top department stores such as Daimaru, Mitsukoshi and Galeries Lafayette.

"Store openings on international markets are increasingly a feature of our massive, constantly evolving retail expansion project," stated Alberto Bresci. "Over the years the brand has developed outward from Italy, becoming a household name in Japan. We have now planted our flag in the USA, hopefully our new expansion homeland. We want to bring luxury sportswear and our own style outlook to this market too."

Hydrogen arrives in New York

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