It’s a day before the opening of the Calvin Klein flagship in Manhattan’s SoHo neighborhood, and David Savman, the global brand president, is talking underwear and the brand‘s enduring relevance.
He says Calvin Klein underwear, launched in the early ’80s, “anchors” the new 3,000-square-foot SoHo flagship for good reason. “It’s the perfect mix of something very iconic made very current with the latest innovation. And it has maintained a very seductive feel,” Savman told WWD. “In many ways, it’s how the whole Calvin Klein brand comes to life.”
Similarly, denim is also an anchor category at the store. “It’s key to the Calvin Klein lifestyle,” Savman said. “Calvin was the first designer brand that actually brought denim out to the consumer.” That was in the mid ’70s.
Also at the flagship, and just for the opening, there’s a limited-edition capsule featuring T-shirts, fleece sweatshirts, hats and totes emblazoned with custom Calvin Klein SoHo branding in navy, cobalt, gray and white colorways. Additionally, key styles from the Calvin Klein Collection will be available at certain times beginning spring 2026. Overall, the flagship is amply, though not overly, merchandised and easy to shop.
“Calvin always has that unique balance — iconic products made current.” And the designer brand, he added, always reflects “the zeitgeist of culture when it comes to a campaign, when it comes to the fit, when it comes to innovation. That’s what we continue to double down on,” said Savman.
“We continue to be driven by strong underwear as well as denim, which are fully supported by men’s and women’s apparel, accessories and fragrance, and I think that comes to life very nicely in this store.”
Calvin Klein underwear at the SoHo flagship.
Bridgit Beyer
Balance is again the operative word in terms of interior design. The SoHo flagship, which opened Tuesday at 530 Broadway, is housed in a turn-of-the-century building. The store retains the architectural character of the neighborhood and the area’s signature loft apartments with its 14-foot, nine-inch high ceilings, original cast iron columns and wood beams, and exposed brick walls which have been freshly painted white. It’s all complemented by contemporary elements such as the large frosted glass wall with adjustable back lighting to set different moods, and the three tall, curved LED screens projecting brand campaigns.
With the flagship’s interior design, done in-house, “The focus is really the putting the product and the brand front and center, rather than sprinkling it with the digital gadgets, though the LED screens are important elements because our campaigns are a very big part of the world of Calvin Klein,” Savman said. The screens are each 10-and-a-half to 11-and-a-half feet tall. There’s little signage and only a bit is needed, such as in underwear, where product features, functionality, and innovations are explained, and in denim, where there are fit guides.
The exterior facade is painted in the brand’s signature charcoal. The window displays have been designed in collaboration with design studio Perron Studios, with 3D sofas and chairs made from hard sculpted foam with a sanded and painted finish, and moving crates repurposed as product displays. The vignette evokes the idea of moving into a classic SoHo loft.
Inside, a soft palette of Calvin Klein’s signature creams, warm neutrals and natural textures prevails. Oversized reclaimed wood frames evoke SoHo’s large industrial windows, while fixtures in brushed stainless steel and cream plaster balance tactile craftsmanship with modern simplicity.
The SoHo flagship is smaller than the three-level, 14,160-square-foot flagship opened last August in Tokyo, and the 6,500-square-foot Paris flagship opened in June 2024. Those two locations accommodate broader assortments and space for special events. Still, the SoHo site is considered a flagship. “It’s a key location in one of the most important cities in the world. And for us, it’s really about being back to New York where we (the brand) were founded,” in 1968. “This is a key location for us, and it’s steps away from our iconic billboard here on Houston Street. It’s a fantastic location.” It’s also the brand’s only brick-and-mortar store in the city, since the Madison Avenue flagship closed in 2019.
“Retail continues to be a very important cornerstone of the Calvin Klein strategy going forward,” said Savman. “That includes continuing to invest in and refresh our current fleet, continuing to invest with partners with shop-in-shops, etc., and also seizing opportunities to really meet the consumer in more flagship locations all over the world in the key cities and locations. We have some exciting things coming,” Savman said, without specifying.
Asked if Calvin Klein will visit the store, Savman replied, “I don’t know. I hope so. He’s been invited.”
“New York is central to the DNA of the Calvin Klein brand,” said Stefan Larsson, chief executive officer of PVH Corp., which has a portfolio of brands including Calvin Klein and Tommy Hilfiger. “This homecoming is a key milestone as we build Calvin Klein into one of the most desirable lifestyle brands in the world. Step by step, we’re deepening brand relevance, driving consumer engagement and strengthening brand positioning across North America and globally.”
Inside the Calvin Klein flagship in SoHo.
Bridgit Beyer
