IF

IF was founded in 1978 by three siblings: Jeannette Bird, Johnny Farah and Soha Farah and is probably one of, if not the oldest clothing store still operating in Soho. Opening the first location on West Broadway between Prince and Houston Street in the 70's was a bold but practical gamble. The area south of Houston was not yet developed and considered to be one of the grittiest places in Manhattan. Full of sweatshops and small manufacturing businesses, it was a time when more and more artists and designers moved in which put Soho on the map as the cultural epicenter. With beautiful and historical iron cast buildings and huge loft spaces, more stores and many famous galleries soon followed.