I Went to Paloma Wool’s First Flagship Store in NYC—Here’s Everything I Tried and Loved

By Swedan MargenMay 8, 2025

I might even go as far as to say that if I could only wear one brand for the rest of my life, it’d be Paloma Wool. I know that sounds hyperbolic, but going to their first-ever flagship store in New York felt like stepping into my dream wardrobe.

Founded in Barcelona by Paloma Lanna in 2014, the project has become a cult favorite for its distinctively dreamy, conceptual approach to everyday dressing. The clothes are both understated and playful—somehow managing to feel laidback and elevated at the same time.

Throughout the seasons, the label continuously informs my wardrobe: their pieces are timeless, yet always a little unexpected. Each one feels like it was made especially for you, with thoughtful details and a sense of individuality that feel personal. I think of it as "artful minimalism." With a community of customers made up of creative people across disciplines, it's a favorite of artists of all kinds. Since they now show at Paris Fashion Week, I'd love to experience one of their runways in person someday.

Over the years, I’ve gone down multiple rabbit holes looking for adjacent brands that feel in line with Paloma Wool’s well-known aesthetic—and I’m definitely not the only one. There are tons of TikToks about their signature style, which has basically become a visual language of its own.

With the opening of its highly anticipated flagship in Soho at 425 Broome Street, here’s everything I tried—and loved.

What I Tried

Paloma Wool

No 1776 / Benito

This dress was my favorite. Made from 92% Cupro, and they actually have an entire line in this material—which, I'm not exaggerating, shocked me with how soft it is. It drapes so nicely and is extremely flattering.