Who.A.U Opens In Herald Square

by ALISON KRAWCZYK · May 14, 2010

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Down the street from Herald Square last night, Who.A.U held the grand opening party for their new flagship store. The California-inspired brand launched in New York with a party filled with music, Vita Coco, and young, beautiful people. -

Who.A.U's shelves are filled with graphic t-shirts, distressed jeans, and polo shirts.  Surf boards are propped in the corners, tin buckets are filled with flip-flops, and vintage California posters line the walls.

Who.A.U is owned by the South Korean corporation, E.Land Group. They were inspired by the California style, and how American teens shop. The first Who.A.U store opened in Connecticut in 2007, and since then the brand has expanded through the U.S.

The latest store opening on 34th Street was a great opportunity for guests to shop, take pictures with a life sized-stuffed bear, and sip on Vita Coco. The crowd consisted of the young employees, each of whom were wearing the Who.A.U polo shirts, and other enthusiastic shoppers.

The Who.A.U store will open to the public today.