IF
Shop the Edit/Mode stylists’ picks.

About:  IF was founded in 1978 by three siblings: Jeannette Bird, Johnny Farah and Soha Farah and is one of the oldest clothing stores operating in Soho. IF first started off with collections including Jean Paul Gaultier, Thierry Mugler, Moschino along with IF’s founder and owner Johnny Farah’s own leather accessories collection. In the early/mid 80’s, IF was known to be the first in New York to sell the collections of designers such as Yohji Yamamoto, Martin Margiela, Dries Van Noten, Ann Demeulemeester, Comme Des Garcons and Danish designer Ivan Grundahl. In the early/mid 90’s shortly after the gentrification of Soho began, IF moved to 94 Grand St between Greene and Mercer, where it is still today.  IF still retained the old, gritty and artsy feel of the past which reflects in their collections through the exceptional curation of the founders and owners. 

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