Italian teen brand Subdued makes U.S. store debut at Simon’s Roosevelt Field
A Rome-based teen-focused fashion retailer with a cult following has touched down in the United States.
Subdued has opened its first U.S. location, at Roosevelt Field shopping center in Garden City, N.Y. The store offers curated collections of its affordable, trend-driven apparel and accessories in a boutique-style setting.
“We’re thrilled to finally bring our brand to the U.S., starting in New York, and can’t wait to connect with a new generation of teens who inspire us every day,” said Lupo Sconciaforni, CEO North America for Subdued, who is spearheading the company’s expansion into the U.S. market after leading its growth in the U.K., Ireland and Scandinavian regions. “We’re thrilled to finally bring our brand to the U.S., starting in New York, and can’t wait to connect with a new generation of teens who inspire us every day.”
Subdued, which was founded in Rome in 1995, said it was created with a clear vision: to design fashion that captures the style and personalities of teenage girls. The founders set out to reimagine the retail experience, transforming stores into welcoming spaces that foster a sense of community.
Most recently, another global retail brand, the U.K.’s Gymshark, made its U.S. store debut at Roosevelt Field.
“We’re proud that Subdued chose to make their U.S. debut at Roosevelt Field as part of our incredible lineup of leading global brands,” said Zach Beloff, VP of leasing at Simon Property Group. “Opening their first U.S. store with us underscores Simon’s position as the premier platform for international brands looking to enter and scale in the American market. Subdued brings a fresh take on style and meets the rising demand for in-person shopping experiences among Gen Z consumers.”
From a single store in Rome, Subdued has grown to more than 130 locations across Italy, Spain, Germany, France, the UK, the Netherlands, Belgium, Norway, Sweden, Ireland, Switzerland, Austria, and China. In addition to its retail footprint, Subdued’s e-commerce platform also services the broader APAC region.
