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Italian fashion brand Subdued plans store at 730 Lincoln Road

The brand's store list shows the Lincoln Road shop as opening soon, near Brandy Melville on the mall's 700 block.

By Paco Published Oct 30, 2026, 5:12 PM ET
A pedestrian walks past the Medco Discount storefront at 744 Lincoln Road in 1980
File photo: The 700 block of Lincoln Road in March 1980: the storefront at 744 Lincoln Road, a few doors from Subdued's planned shop. Photo: Walter Smalling Jr., Historic American Buildings Survey, Library of Congress / Public domain (no known restrictions, Library of Congress), via Library of Congress

Subdued, an Italian clothing brand aimed at Gen Z shoppers, is coming to Lincoln Road. The company’s U.S. store list now shows a shop at 730 Lincoln Road marked “opening soon.” It gives no opening date.

The Real Deal reported Friday that the brand has signed a lease for the storefront, calling it a bet on the shopping street’s comeback.

The space is on the 700 block of the pedestrian mall. Brandy Melville, another brand with a young following, is nearby at 726-728 Lincoln Road, according to the Lincoln Road directory.

Subdued’s store list also shows a second South Florida shop, at Aventura Mall, as opening soon. Its other U.S. stores are in New York.

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