AMIRI TRIPLES ITS SOHO FOOTPRINT TO 5,254 SQUARE FEET

AMIRI just tripled its own real estate bet on SoHo. Not quite tripled, 2.5 times, from 2,106 square feet to 5,254 square feet, directly across Greene Street from the store it opened in 2021. Mike Amiri did not need a bigger store to prove the label works. He built one anyway, because the tailor who used to make stage pieces for Axl Rose and Steven Tyler now controls block frontage in the most photographed shopping district in Manhattan.

5,254 Square Feet, Five Years After the Original

AMIRI's new SoHo flagship at 71 Greene Street measures 5,254 square feet, against the 2,106 square foot store the brand opened on the same block in 2021. That is 2.5 times the footprint, and it did not require leaving the neighborhood, just crossing the street.

Amiri grew up in Hollywood around graffiti artists, skaters, and musicians before he started handcrafting stage garments for rock acts. He launched his namesake label with a 2014 capsule at the Los Angeles concept store Maxfield, built the brand on distressed leather jackets and structured denim, and turned that into a house with international distribution inside a decade. A bigger SoHo store is the retail version of the same instinct, take the rock and roll workshop and put it somewhere with foot traffic.

The new address keeps AMIRI's men's and women's collections under one roof, open Monday through Saturday from 11am to 7pm and Sunday from noon to 6pm, hours that match the tourist and weekend shopping rhythm of the SoHo cast iron district rather than a showroom appointment schedule.

Green Onyx and Pomelé Wood Replace the White Cube

The new AMIRI SoHo store is finished in green and honey onyx, warm woods, and pomelé wood veneer boiserie, a materials palette drawn from open plan California homes rather than a standard retail glass box. Floors run in juxtaposed wood parquet across the full 5,254 square feet, unifying rooms that shift mood the way film sets change scenes.

An Art Deco thread ties Hollywood's Golden Age to New York's Jazz era throughout the space, and the historic building's original columns are used as punctuation between rooms instead of being boxed in behind drywall. It is the same Old Hollywood register AMIRI leaned into when Michael Imperioli fronted its Spring 2026 campaign, just poured into plaster and onyx instead of shot on film.

Chidy Wayne Gets the Wall Wes Lang Used to Hold

Two original works by artist Chidy Wayne hang inside the new AMIRI SoHo store, taking over from the commissioned Wes Lang piece that anchored the brand's original 2021 location one door down. A custom chandelier and matching sconces, built by the Milanese glass studio 6:AM Glassworks, sit where a retail store would normally hang track lighting, styled instead after old Hollywood movie houses and New York's grand public rooms.

6:AM works in Murano glass and installed a piece at Milan Design Week earlier this year, so the studio is not a local contractor, it is a design world name AMIRI paid to furnish a store rather than a runway. That is a different budget line than most fashion houses spend on retail lighting, and it signals AMIRI is treating the SoHo build as a permanent flagship, not a pop up that gets stripped out in eighteen months.

AMIRI is not alone in leaning on hard materials to sell craft this week either. Rick Owens put GOTS certified organic cotton through a similar test with its Sulian trench, a different fabric argument aimed at the same luxury shopper who now has two reasons to walk through downtown Manhattan this month.

Renzo Rosso Bought In at $40 Million. This Is What Compounding Looks Like

Renzo Rosso's OTB Group bought a minority stake in AMIRI in 2019, when the five year old label was already posting more than $40 million in annual sales built on structured leather and distressed denim. Seven years later, the brand is not cutting store count to protect margin, it is more than doubling the square footage of its flagship SoHo location.

A retail expansion this size, on the same block where the brand's original 2021 lease sits, and seven years after OTB's stake, is not a brand hedging. It is a brand betting that the SoHo tourist and the resale flipper both keep showing up. Two thousand one hundred and six square feet was a proof of concept. Five thousand two hundred and fifty four square feet, with a Murano glass chandelier and a second Chidy Wayne commission, is AMIRI saying the proof worked.