Original. Unique. Curating. Everything I hope for in a boutique.Favorite high end shopping downtown, Soho. Great variety.I usually start LES boutiques like Assembly, Pilgrim on Orchard, and Reformation, and The Frankie Shop!. If I still am shipping I had here and look for sales!!!! Its over my budget here except sales items. But its fun window shopping

Beautiful clothes and selection. However, I cant imagine being a minimum wage worker who tries to gateekeep and mock potential clients while wearing borrowed Paul Harnden. Keep your interaction with staff to a minimum, and your visit will be pleasant.

Maybe New York’s last remaining destination for an authoritative curation of avant guard designer apparel. The visual merchandising and vibe are underwhelming. It’s really just a bunch of racks of beautiful clothes and unfriendly people.

IF is the last bastion of fashion and style in NYCCome here for your stateside fix of Paul Harnden, Guidi, MA+ and whatever else your avantgarde heart desires.Bring $$$$$

Great store, great clothes, great service. I’m lucky to live so close to a bastion of fashion retail, with things you absolutely cannot find anywhere else in the city.

My all-time favorite store in the entire city. NYs last vestige of truly exciting clothing. The staff are extremely lovely and warm - anyone who thinks theyre unfriendly ought to try simply talking to them

Aside from their fashion needs, the place was very captivating. It was stylish, clean, and has a big space to feel at home. Also, I greatly love the way on how the staff entertained me. It was with respect and responsibility. Your boutique was honestly the best to visit. Congrats!

Looking for a special gift for someone? Or even a reward for yourself? Try this boutique and be amazed by their quality of an amazing selection of clothing and accessories. The employees were very friendly and sweet. I bought my mom a gift from here, every year and the staff is always helpful in helping me pick out what she will like. I highly recommend this boutique shop!

This boutique is a go-to spot for trendy products, and amazing services. This place really has everything, especially dresses, hats, skirts, shoes, etc. I am so happy because finally, I found the perfect skirt that would complement the dress that I bought yesterday. Indeed, the best place for fashionable clothing! I will surely recommend this place to everyone!

Display could be improved

‼️The employee of IF SOHO swore at Chinese customers and pushed us out. We understand that some stores do not allow videos or photos in store. But they should just notify customers before we get into the store. They could not insult customers. If we were white people, they would not treat us like this. And I’ve seen many posts from their customers. A lot of people took videos and pictures in their store. Perhaps they only discriminate against Asians/Chinese.It is a well-known store in New York. And what they’ve done is gross.

Good selection. Odd staff - not really communicative, welcoming, or makes you feel comfortable. Ahh well its a common trend in these stores.

Eclectic and different. Nice selection. I give you four stars baby! I come here for the mix and the unusual selection of the different.

Most amazing store every single item is glorious beautiful the staff is great best place for all the low key brands you could wish for

I recently visited the IF fashion store in Soho New York as Ive always wanted to go there given the sort of Avant Garde fashion brands they stock. I am also a subscriber to their online website but whilst I was visiting New York for the 1st time since (2010) for world pride event with my partner from the UK London I visited some of the well known sites and landmarks as well as doing some fashion shopping. I also wanted to visit the IF store as I found the store Just by chance through fashion social networking sites and have been following them for the last three & half year so whilst I was in New York I decided to visit the Soho store and was immediately given the impression that the boutique was not very welcoming at all, it was almost as if they weir doing me some sort of a favour just to enter the premises. I found that The staff to be quite intimidating watching and scrutinizing my every moves, giving the impression perhaps I was not to be trusted. and maybe the sooner I left the better. I soon left not that long after. I had gone into the store with the intention maybe of perhaps purchasing an item and I wouldve liked to have said what excellent customer service it was and what a nice store. but What a shame. This is not a one off, as 3 years ago my partner had also had the same feelings and experience when visited the new york store and he quickly departed without making a purchase. I have traveled the world and always seek out high end fashion stores in which to shop in and have always made to feel welcome. To the delight of their staff and myself, purchases were made. I also work within retail perfumery in the UK and as far as store I work within their slogan is that no matter what walk of life you may come from as soon as you enter their store the customer is king as at the end of the day it is those customers who pays your wage. IF is such a beautiful store and space and also stocks some of the most beautiful Avant Garde brands like Uma Wang and many many others but they just need to brush up on their mannerism and their customer service skills on how they meet and greet the general public when entering their boutique. I would recommend the store to friends but at the same time I would advise them to just be aware of staff when entering the store!

The only place to buy Harneden. Sigh. Love this shop.

One of the few stores in NY with a great selection of niche clothes.

Very helpful staff and a great selection of high end and avant garde fashion. Dont miss the twice yearly sale!

A perfect shop that is an amazing balance of minimalism and luxury, securing its spot as one of the best stores of SoHo by its consistent excellent personal service and its remarkable selection of designers including classics such as Ann Demuelemeester and certain more obscure ones to boot.In short, a fantastic spot to grab designer pieces from a variety of brands and always a pleasure to visit.

Fabulous. Unique Boutique.

Always a hit with some of the most unique and understated fashions.

My favoutite boutique in Soho where I can find avant-garde garments!

It is amazing place

A den of absurdly expensive, absurdly luxurious urban minimalism, for both men and women. Somewhat obscure brands like Takahiro Miyashita the Soloist and Ann Demeulemeester are book-ended by pieces from Comme des Garcons and Junya Watanabe (he became mainstream fairly quickly, huh?). If youre the sort of person who occasionally spends rent level money on clothes, youd be hard pressed to find a better collection of cutting edge cloth.

Knew this place since they were located on W Broadway. Always with eclectic selections, Music is great too.

Two thumbs up!!

Speak with Phillip always when ready to buy

Awesome!!!!

Oio