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77 Kids By American Eagle Opens Its Flagship Store In NYC! Here's A Sneak Peek!

Sat, July 23, 2011 3:00pm EDT by Add first Comment
Posted Sat, July 23, 2011 3:00pm EDT ‘s intern Haley Draznin got an inside look at 77kids NYC Style Lab, the rockin’ new Factory-themed retail destination!

Attention HollyMoms: shopping with your kids just got fun! Forget about bribing your little ones to go back-to-school shopping, they’ll be the ones dragging you out the door once you check out this cool Manhattan store.

77kids by american eagle opened its first flagship store in New York City on Wednesday, July 20. And let me tell you, this is no typical clothing store. The fashion brand’s first-ever Style Lab “was designed to fuel children’s creativity while providing a fun atmosphere for parents to shop for on-trend looks.” A colorful, interactive, and music-inspired environment, customers can participate in high-tech factory features!

The store exudes next generation vibes as soon as shoppers enter and cruise the motion-activated staircase that lights up. Touch screen kiosks allow kids to select outfits and virtually “try on” clothes (Clueless style), take free photos in the store to appear on the 25-story exterior LED screen, or shoot a music video where footage will be projected on multiple in-store screens!

With a “vintage” token-activated vending machine, kids can get free goodies like candy, stickers and tattoos. They can watch jeans and tees being made in an automated production display, meet Scratchy, the 77kids mascot, and get special offers, tokens and treats from the “Yummobile” cart on streets of Times Square.

The bevy of savvy features may make you forget the real reason you’re there: to shop!

The edgy, 80s inspired fashion items oufit boys and girls ages one to 14 and include burnout tees, acid washed denim, cropped moto jackets and stylish graphic tees.

The brand’s Vice President and Chief Merchandising Officer, Betsy Schumacher tells that 77kids gets its heritage from American Eagle Outfitters, but, “It’s about a kid, not a teen.”

The Manhattan location will also carry little 77™, a limited edition line of clothing and accessories for babies, newborn up to 18 months.

So without further ado, I introduce all you NYC HollyMoms to 77kids NYC Style Lab.

Get ready to hear your kids make some noise!

– Haley Draznin