Áwet New York Opens Experiential SoHo Flagship With Design House Max ID NY

Áwet New York has opened a flagship at 463 Broadway in New York. The luxury women’s and men’s fashion brand designed the space with design house Max ID NY. The shop features bespoke furniture and lighting designed by Max ID NY’s founder Maximilian Eicke with spacial and experiential design by My Nguyen and art by Chidy Wayne.

The space was created with the intention to become a vibrant neighborhood hub, blending modern fashion and furniture design. The 4,000-square-foot store is part of the Jean Nouvel-designed property constructed in 2007. The flagship is positioned in the biggest retail offering within the Mercer Building.

Áwet New York, which threw a cocktail reception to inaugurate the new location last week, is confirmed for the space through year-end.

The shop features Áwet New York’s signature silk-infused clothing line, alongside a selection of Max ID NY furniture. Áwet New York’s new brand color, a rich rust red, is featured prominently throughout the space. The hue embodies the brand’s Eritrean roots, symbolizing heritage, authenticity, comfort and earthiness.

The interior showcases vintage black-and-white photographs from Asmara, Eritrea, dating from the 1950s to the 1970s. These images pay homage to the “Asmarino” style of dressing, which inspires Áwet New York’s designs.

“Our vision is to create a space where customers can fully immerse themselves in the Áwet New York lifestyle — where fashion exists alongside the objects and aesthetics that inspire us. I’m beyond excited for this store to embody what it means to live with Áwet New York. We’re also honored to collaborate with Max ID NY, a renowned design house with a 15-year legacy in the Hamptons, whose work will elevate the experience and atmosphere of the space,” said Áwet Woldegebriel, who founded Áwet New York four years ago.

His aim is to bring underrepresented narratives into the spotlight of global fashion.

Alex St. Urbain, chief marketing officer of Áwet New York, said, “Our new store will be a living, breathing space right in the heart of the city’s bustling shopping district. Beyond its retail offerings, this new flagship will serve as a dynamic community outlet for fostering cultural engagement, a core tenet of Awet New York’s mission.”

He said the brand will introduce interactive pop-up events, exclusive bespoke clothing drops, intimate supper club dinners and other gatherings. “It’s more than just a store; it’s a vibrant destination designed to foster connection and authentic experiences,” St. Urbain said.

Max ID NY’s Eicke, added, “The location feels like a dream — an architectural gem in a place shaped by the legacy of artists like Donald Judd, whose work has deeply shaped my own path. To be able to add more perspective to this landscape is not just an opportunity, but a deeply personal milestone.”

The space, owned by Blackstone and L3 Capital, was brought to life through the partnership with Áwet New York. Áwet New York previously had a flagship location at 57 Bond Street with RWN Real Estate Partners that opened in 2023 and featured the company’s multibrand Livewear concept, an evolving roster of Black, people of color and Indigenous designers. It closed at the end of May.