5-year-old Still Here brings its downtown cool to a new Madison Avenue store

Maurice and Sonia Mosseri have a habit of making bold moves. Those have included signing store leases on the spot and, subsequently, opening their doors within weeks. There was also naming their denim company Still Here amid regular fashion brand closures. 

On Thursday, the founders opened their 5-year-old brand’s second NYC store, on Madison Avenue. They signed the lease within two hours of the space hitting the market and opened the store eight weeks later, getting in on the holiday shopping rush. That was despite being forced to demolish the interior and start the buildout from scratch. 

“We invest in brand equity — in building the brand and bringing people into the world of the brand,” said COO Maurice Mosseri. “Retail is a big aspect of that. We’re focused on driving traffic to the store and continuing to build out the retail strategy of the business.” 

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