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A Dutch fashion label that’s quietly built a following among fashion editors and the It-girl set is about to open its first New York City store, and it’s landing in SoHo just in time for Fashion Week.
Róhe, an Amsterdam-based womenswear brand, will open a flagship store at 77 Mercer Street on Friday, September 11, according to the company’s website. The shop sits on the cobblestoned stretch of Mercer between Spring and Broome streets, inside a six-story cast-iron building whose upper floors are residential lofts.
The brand teased the opening on Instagram, and a job listing posted on the Business of Fashion careers page describes the SoHo shop as Róhe’s first retail location, with an opening timed to New York Fashion Week.
Founded in 2021 by Marieke Meulendijks and Maickel Weyers, Róhe is known for sharp tailoring, sculptural outerwear and a mostly neutral palette, built around what the brand calls a “personal garderobe that transcends seasons.” It’s often mentioned alongside labels like The Row and Toteme, and it’s already stocked in New York at Bloomingdale’s, Saks and Net-a-Porter. Prices on the brand’s U.S. site run from around $900 for a silk top to $2,500 for a leather jacket.
Back home, the brand operates out of Huis de Vicq, a 17th-century canal house on the Herengracht that houses its design studio and in-house atelier. To mark the New York opening, Róhe released a short film following Dutch ballet dancer Igone de Jongh between Amsterdam and New York.
Store hours haven’t been announced yet.
