Extreme Cashmere Opens North American Flagship in SoHo

Extreme Cashmere has landed in New York City.

The Amsterdam-based brand founded by Saskia Dijkstra in 2016 has opened its first North American flagship at 152 Mercer Street in SoHo.

This marks the second flagship for the brand after one that opened in April in its hometown of Amsterdam. Both stores were designed by architect Hidde Dijkstra and are intended to look like a luxury home.

Among its features are floor-to-ceiling carpeting and displays for the merchandise along with several lounge areas, each of which has its own identity — much like the rooms in an apartment.

While the two stores are similar in design, the New York unit is larger with a long space that is below street level. To make it inviting to shoppers, Hidde Dijkstra used light, materials and architectural cues to draw people in.

The store features both functional and atmospheric lighting throughout with an illuminated back wall. The furnishings are a mix of vintage and contemporary pieces sourced in Europe and include a 1970s Italian coffee table and a sofa discovered at Marché Aux Puces in Paris. There are steel-frame chairs upholstered in poppy-printed fabric by Milo Baughman while a pencil table lamp by Michel Aroutcheff offers a playful touch.

The company also shipped Sabine Marcelis’ doughnut sculpture from its Amsterdam office to the store where it shares space with egg-shaped chairs and mushroom shade lamps. Other details include handmade Korean ceramics and vintage glassware sourced from Paris.

But the interior is not all sourced from Europe. During a furniture fair in New York, Hidde Dijkstra discovered Tuleste Factory and together they developed two rounded centerpieces with high-gloss finishes which anchor the space.

“Building on the concept we developed in Amsterdam, we’re taking our very first flagship in New York to the next level,” said Saskia Dijkstra. “This store is about time, and having the luxury of slowing down — interacting genuinely with the brand and the garments, and truly considering what you buy.”

Extreme Cashmere offers genderless apparel with each piece only offered in a single size. The concept is that the collection is “meant for everybody and every body.” The line ranges from sweaters and dresses to trousers, skirts and accessories.

“By creating a store that feels like a luxurious home, we want visitors who are new to the brand to feel comfortable taking the time to truly get to know Extreme Cashmere, and for those who already do, to feel welcome to drop by for a coffee in the lounge anytime they are in the neighborhood,” said Hidde Dijkstra. “It’s about cultivating a space that feels both inspiring and inviting.”

He added: “Visitors are free to roam around the apartment like you would your own, from having a coffee in the lounge, to browsing the walk-in closet, or having a chat with the brand reps in the office space — we wanted there to be a natural interaction between customers and those working at the store.”

The collection is offered in 100 percent cashmere, cashmere stretch with elastane and a cotton-cashmere blend. It is manufactured in Hangzhou, China, from fabrics developed from goats that live in the Chinese region near Inner Mongolia.