The good news is that the days of waiting on the street for the new +J collection designed by Jil Sander for UNIQLO appear to be over. Perhaps it was because of our umpteenth snowstorm of the season, but we sauntered into SoHo's UNIQLO flagship just before 11 AM this morning without the slightest wait or queue situation inside or outside the store.In fact, probably owing to the snow, the store was unusually quiet. It doesn't appear that the they opened early for the launch, and as you can see from the image above, the line for the fitting room was nearly nonexistent. Shopping was happily free of grabbing and pushing. The shoppers who were there were enthusiastically loading their arms with merchandise as usual, but the extra-attentive task was quick to make sure everyone who needed one got a mesh shopping basket along with a +J look book. IN fact, the staff throughout the store was looking unusually fresh-faced and solicitous this morning, probably due at least in part to the presence of what appeared to be at least a few executive visitors from the home office in Japan who were walking the store with a critical eye as merchandise was moved and rearranged.
The lack of promotion this, the brand's fourth, season probably means that the line is no longer being treated as a special limited event, but part of the regular merchandise mix at UNIQLO. As far as we could tell, VIP pre-shopping was either highly limited or done away with altogether, and rather than creating a one-day H&M style opening each season, new merchandise will presumably, now arrive periodically throughout the season as it would in any other store. That is good for shoppers, who will be spared lines and early openings and will be able to shop the collection closer to the season. That means that, for example, the men's white sportcoat and shorts ensemble will be on its way to the store later this season, because, really, who needs to try and buy that during a January snowstorm?
As for the collection, it is as appealing as always. That multi-pocketed jacket in the advertisements looks just as fabulous in person and in three other colors, and Ms. Sander has given her new fans more of what they have come to expect and love from the label. For some of the men's collection, it appears that while the size range has not been expended, at least some of the sizing has been eased up a bit —ether that or we The Shophound is shrinking which would be a totally different issue altogether. The disappointment is, as we noted earlier, that the prices are up across the board this season. That is another inevitability, but the label still offers exceptional quality for the price, so you shouldn't be discouraged. Eventually, the store will fill up with crowds as it always does when the snow stops, so +J fans should pull on their snow boots and hurry out for a rare chance to shop the new line with minimal distraction and commotion.
UNIQLO +J (Official Site)
Previously:
MORE UNIQLO PREVIEW: Isabeli Fontana Suits Up For +J Spring 2011 In Store January 26th