The Loft takes low key to new heights. (Paris clothing store)

Daily News Record, May, 1989

THE LOFT

Takes Low Key to New Heights Paris store makes big business out of seasonless basics priced to sell fast, and they're grabbing the attention of consumers and other retailers alike.

PARIS (FNS) -- The Loft is an anomaly in the heart of the most fashion-conscious neighborhood in Paris. Coexisting somewhat starkly on the ritzy rue du Faubourg Saint-Honore with such upper-crust shops as Gucci, Hermes and Lanvin, the Loft occupies a formerly upscale Daniel Hechter RTW boutique that's been remodeled to exude an ambience falling somewhere between a Seventh Avenue warehouse and a sporting goods store.

With its exposed ceiling pipes, bare wood or worn tile flooring, gray metal shelving and industrial-size IBM clock, the Loft takes...

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