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Superdry opens new store in Times Square

Superdry opens in Times Square. (May 9, 2012)

Superdry opens in Times Square. (May 9, 2012) Credit: Handout

A bit of good news in the city that never sleeps: Now you can spend those late-night hours shopping.

British lifestyle brand Superdry opened its third store in Manhattan, and its second-largest in the world, on Seventh Avenue at 49th Street Wednesday morning. 

The two-level store -- open seven days a week from 9 a.m. to 1 a.m. --  was greeted by lines of eager shoppers waiting for a shot at scoring giveaways.

The first floor is stocked with the newest and hottest merchandise, says Rachel Mansfield, director of marketing and communications for Superdry USA, although the upstairs makes up the majority of the 14,000-square-foot space.

Among their bestsellers: the cozy, weather-resistant men's Technical Windcheater jacket ($110), a favorite of singer Joe Jonas.

For those who don't know it, Superdy's look is casual and classic with a hint of vintage -- rugged leather bombers and boots are offset by girly floral shorts and soft tees.

"We've got the preppy, the sporty, the fashion-forward, the rugged," Mansfield said, pointing out how each room of the store has its own style.

Outerwear ranges from $100 to $450, T-shirts go for $32, denim for $88. After launching one style of men's boots that took off, they now sell a range of footwear for women, too.

But don't get swept away by the rush to the register or you'll miss out on the details that make this place unique.

Look up when you walk in and you will see explosion-proof light fixtures from a World War II factory. Then wander up the wide staircase to the low, exposed ceilings of the top floor. The dark wooden walls are made of material recycled from old barns, and old railroad ties are incorporated into the tables where clothing is displayed. 

The store itself was constructed to coordinate with the brand's vintage feel, Mansfield explained. A welcome break from the neon lights of Times Square.

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