The newly launched Hilfiger Denim store opened its doors to the brawling holiday shoppers in NYC for the first time this past weekend.

This is Tommy Hilfiger’s ( first denim-focused store in the U.S., and a sign of the company’s commitment to retail growth as the second new location in NYC within three months (the other being the women’s ready-to-wear store in the West Village). Plans are afoot to open still more stores – covering the brand’s varying apparel categories – in the coming year, including the scheduled Tommy Hilfiger Sportswear stores in South Beach, Miami and in Georgetown, Washington.

The 3,700-square-foot space on Broadway in SoHo is targeted at a young crowd with it’s disco balls, leather rugs and nightclub-cum-bar mimicking cash-wrap. Jeans on sale range from $98-$175 at retail and a limited-edition collection of selvedge denim is also available starting at $250.