Italian urban outerwear label Herno has set foot for the first time in the USA. The label, which started by producing men's and women's raincoats and later diversified into jackets and suits, has opened a 160 m2 store in SoHo, New York. The store has a homely feel to it, furnished with bookshelves and decorated with pictures and employee portraits, while videos and curated music add an extra vibe to the ambience.

The interiors feature stone, wood, fabric and leather finishings, as well as Herno's trademark steel hooks. The slate walls are upholstered in flannel, with large canvases, also made of backlit flannel strips, looking like modern works of art. The interiors are punctuated by natural elements: burn marks in the minimalist fireplace, small potted plants in the library area and a fountain at the entrance, all of them connecting visitors with the atmosphere of Herno's birthplace.