DNA2050 Gets Boutique-y in NoHo

Sisley departed the company of its sister Benetton on Broadway recently, and while we would have expected some other chain store to snap up a prime spot in the heart of NYU territory, and one did. DNA 2050 is a boutique chain, although the only information we can find about it is that they are also opening a store in Tyson's Corner Virginia. it appears they have no web presence, and Google is finding only job listings or genomes in reference to the name. Some of our friends saw a peek inside before it opened and mistakenly identified it as a new G-Star store, and in fact, though nearly half the shop's space is devoted to the denim line including the manufacturers fixtures and signage, the shop also carries other labels including more upscale, contemporary fare like Adam by Adam Lippes, Generra, John Varvatos' Converse line and Susana Monaco that one might typically find in SoHo rather than around the corner from funky 8th Street. It is a bit on the pricey side for this typically budget minded strip of Broadway that is home to American Apparel and The Gap. They have only been open a few days, so its too early to determine success, but it remains to be seen if their more expensive offerings will be embraced or seen as an unwelcome incursion into the vaugely mall-ish Astor Place area.
DNA 2050, 753 Broadway, NoHo

Comments

[*g*]

this store is great....i picked up a very hot john varvatos shirt for my boyfriend and tried on a couple of great dresses myself. this store makes that part of broadway so much more fun to walk down!

[John]

I miss the Sisley Store is all I can say when I walk in here. This store is grasping at clients and has nothing to offer other than they carry the same things you find everywhere else! It is mostly G-star and everything else is either sold out or don't have a size.
There is also a very pushy staff (a bald guy taking credit for the entire concept store) and for the money I am spending here, I would rather spend it at the actual name boutiques!

[NyCitiBoyinDC]

SO.. I found a new love and its name is DNA2050. I walked into the north of houston shop on my way to the subway .. I left out needing a cab, i could barely haul the great "*@&!?" I had bought. Quaint and crisp like a breath of fresh air, with no clutter, unlike those other village shoppes! I shopped amongst brands: Just Cavalli, Adam, G-star, and Varvatos, which are just a few of the designers they offer ... *sighs* It's like a little uncharted piece of shopping heaven ... HIGHLY RECOMMENDED!!

[Ulrike Scheller]

I absolutely love this store! Staff is very outgoing and very well-informed in terms of latest fashion trends. Congratulations to the manager (who is a doll and such a sweet person) and his staff. I live in Germany and in the U.S., and I must say this small boutique offers stellar customer service (by European standards).

This John guy who posted a comment above is totally wrong. He's probably upset at the fact that he doesn't fit into any of the stylish clothes there. I've actually witnessed pretentious clients or would-be shoppers come in and want the red carpet rolled out for them.

[Chris M.]

The staff at this store rocks! My girlfriend and I were going to a dinner party and didn't have a thing to wear. The store manager and one of the stylists there (I believe the sales associate's name was JJ) picked an awesome outfit for my girlfriend. This guy was impressive, too! We were amazed. My girlfriend has even considered approaching him as a personal shopper - he was that GOOD!

[Melanie]

This store is awful! They keep re-arranging the same clothes over and over. They pretty much only carry Diesel, G-Star, and John Varvatos for Converse. Looks like all their big name designers have disappeared.