September 2026, SoHo, 170 Mercer Street. This is where Magda Butrym is opening her first permanent boutique in the United States, in a neighborhood that has set the pace of global fashion for decades. Why here and why now?
Why SoHo, why now?
The beginning of September is a special time in New York. On September 13, New York Fashion Week begins, and for the first time, a Polish designer will appear on the official show calendar. This is no coincidence. The boutique on Mercer Street is meant to be more than just a retail point; it’s a physical space where you can discover the world of the brand. You’re not just buying a dress, you’re experiencing the aesthetic that has built Butrym’s recognition from London to Los Angeles.
SoHo is a district where luxury meets creativity without apology. Polish details, precision tailoring, and bold forms land where trends are set. What brought the brand to this point? What does the boutique’s interior look like, and what does this opening mean for Polish fashion on the global stage? More on that in a moment.
The Road to Mercer Street
Magda Butrym is a designer from Zabrze and a graduate of the Academy of Fine Arts in Warsaw. She founded the brand in 2014 together with Aleksandra Halemba, and from the very beginning, she aimed for something more than just beautiful clothes. It was about craftsmanship, emotion, and that unique balance between strength and femininity.
The brand’s DNA and recognizable motifs
Butrym has collaborated with Polish artisans from the very beginning: knits, woven leather, high-level embroidery. Signatures? The rose (from the spring/summer 2016 collection, which appeared everywhere), sculptural silhouettes and the concept of “emotional armour.” Femininity as strength, meaning femininity not as decoration, but as armor.
Visibility came quickly, mainly through Instagram. Hailey Bieber, Dua Lipa, Demi Moore, Margot Robbie, Anya Taylor‑Joy. Previously Kim Kardashian. Now the brand has around 769,000 followers and a team estimated at 51-200 people.
Timeline: from Warsaw to SoHo
| Data | Event |
|---|---|
| 2014 | Founding of the brand (Magda Butrym + Aleksandra Halemba) |
| 2024 | Boutique in Warsaw, Foksal 13/15 |
| 31/03–30/06/2025 | Pop-up 140 Wooster St, SoHo (Mon-Sat 11:00-19:00, Sun 12:00-18:00; tel. (929) 704‑2800) |
| 03.2025 | H&M “Femininity in Bloom” Collection |
| 07.2026 | Flagship boutique 170 Mercer Street |
| 13/09/2026 | NYFW debut |
The journey from a Warsaw studio to American SoHo took twelve years. Quite a pace for a brand built mainly on the value of craftsmanship.
An interior that tells a story
The boutique occupies three floors at 170 Mercer Street in SoHo, totaling over 4,300 square feet. To achieve the distinctive 28-foot ceiling height, the original floor divisions were removed. This is not an ordinary store—it’s more of a spatial experience designed to tell the story of the brand’s world.
Stamuli project and Polish DNA
The concept was created by the Stockholm-based studio Stamuli. The interior draws inspiration from Polish craftsmanship, vintage vibes, and, of course, the rose motif. Materials and details are treated as carriers of history, with each element having its own story to tell. The idea is for the client to feel as if she has entered the brand’s private world, just like in the Warsaw flagship store.
Magda Butrym herself says:
“Nowy Jork zawsze miał dla mnie wyjątkową energię – bezpośrednią, emocjonalną, pełną kontrastów. Otwarcie naszego pierwszego butiku tutaj to dla mnie bardzo osobisty kamień milowy. To nie tylko wejście na nowy rynek, ale także stworzenie miejsca, w którym kobiety mogą doświadczyć świata marki w bardziej intymny sposób.”
Business-wise: the lease agreement was signed for 10 years, with rent starting around August 2026. This shows that it’s not a pop-up or a seasonal experiment.
The moment that takes root
The opening of the boutique in SoHo is more than just another spot on the fashion map. It’s proof that a Polish brand can play in the top league, that the success from a few seasons ago was not a coincidence but the beginning of something bigger. Magda Butrym has joined the select group of designers who have shown the world that Central Europe has something to say.
Now the question of consequences remains. Is this the beginning of American expansion, or rather a carefully chosen location meant to strengthen the brand’s position without risking excessive dispersion? Probably a bit of both. Time will tell whether New York becomes a springboard to other cities or remains a unique spot on the map.
Sonnia
HCF editorial team