That’s right, Urban Outfitters has officially landed in the Upper West Side–on Broadway near 100th street. It’s still above 96th. That means it’s close! This is sure to give the 110th-based American Apparel a run for its money in the formerly uncontested onesie/bodysuit market (Playboy Bunny costume sales from Ricky’s don’t count).

These are hipsters. Photo via ret0dd's Photostream.

But if you were worried about UO’s arrival corrupting the serene character of the UWS, never fear! This UO masquerades as four separate storefronts–a hat store, a hardware store, a neighborhood bar, and a bodega. According to Ron Pompei, the creative director of Pompei A.D., the firm that designed the store, “The whole idea was to do this kind of ironic statement of lining the building with storefronts that would be reminiscent of independent businesses. It’s the story about the streets of New York as they once were.” Oh, hipsters and their ironic facades (in this case, we mean the architectural ones). Just stick with clever t-shirts and go back to Billyburg.