
THERE’S IKEA, H&M and A Man Called Ove, the best-selling “feel good” novel by Swedish writer Fredrik Backman. And don’t forget hygge, the trendy yet unpronounceable Scandinavian word that covers comfort in food, furnishings and clothes.
Now, enter COS and & Other Stories, higher-end siblings of H&M, flagship of cheap chic, just opened in Georgetown. It’s a Scandinavian invasion.
COS, which has taken over the Benetton store at the corner of Wisconsin and M, NW, wears an air of paranoia entirely suited to today’s DC. No photos please! Any questions go to PR.
One manager, who told us nearly nothing, gave his first name only, and looked nervous about it, so we’ll keep it to ourselves. More forthcoming was a black-clad cool salesman who was too excited about the wares to zip it. Another manager, forehead scrunched into worry lines, asked if the salesman had given his name and when we said no, she said “good. We need clearance from PR.” We just smiled and admitted our disobedience.
The space is dazzling, with large windows, bleached floors and minimalist displays —a few of each item hang from racks with signs telling you to just ask if you don’t see your size or color.
Men’s and women’s clothing are arranged on three levels; for now, kid stuff is only available online or in the brand’s Los Angeles location. There are suits, dresses, shoes and accessories, with the highest price point a suit for $295 and the lowest, $9 for a pair of sparkle socks. The lines are clean and classic, many of the styles are comfortably oversized, at least for women. The menswear runs more to the schoolboy chic look of Thom Browne, on a budget.