SNEAK PREVIEW OF NEW H&M IN CHEVY CHASE, OPENING AUGUST 2013 (PHOTOS)

The long-delayed H&M store in Friendship Heights is expected to finally open in early August.

Here is a sneak preview of what will be the closest H&M in proximity to downtown Bethesda, located in Chevy Chase Pavilion:

MOSTLY MONOGRAMS OPENS AT WESTWOOD CENTER II IN BETHESDA (PHOTOS)

Mostly Monograms has made the move from Bradley Shopping Center to its new home at the modern Westwood Center II, at the corner of River Road and Ridgefield Road.

They are now officially open for business, and there is plenty of convenient parking. Westwood Center II is also home to Yirasai Sushi, and Ride On Route 23 stops directly in front of the building.

BONOBOS NOW HIRING AT FUTURE BETHESDA ROW STORE (PHOTOS)

Bonobos, maker of perhaps the world's best-fitting men's trousers, is returning to Bethesda Row, as I reported a few months ago.

As you can see in the photo below, the former Daddy & Son space on Bethesda Avenue remains empty. But Bonobos has put up a Help Wanted sign.

Why won't opening day be as far off as the picture would lead you to believe?

If you remember my day-to-day updates on their holiday pop-up shop on Bethesda Lane last year, you know how quickly Bonobos can turn around a space.

With flexible inventory, and minimal design frills, the crew from New York had the place open in a matter of days. As this Guide Shop is permanent, it could take a little longer.

You'll be in there trying on pants before you know it!

FREDDY OPENS IN BETHESDA AT WESTFIELD MONTGOMERY MALL (PHOTO)

Freddy has opened at Westfield Montgomery Mall. You may remember my preview not long ago. Inside, you'll find high-end activewear, and the ultra-tight Wr.up jeans. The chain is based in Milan.

MILAN CLOTHIER FREDDY TO OPEN IN BETHESDA THIS SPRING (PHOTOS)

Sandwich has closed at Westfield Montgomery Mall, not that long after opening.

A new boutique will fill the space this spring. Freddy is a Milan-based apparel company with - good news - lines for men and women. Their website prices are listed in Euros, which means it's got to be fashionable, right? It's coming from Milan, after all.

For women, Freddy offers athletic wear, loungewear it calls Sloungewear, and skintight yet shape-enhancing Wr.up jeans.

For us guys, I do see some nifty light jackets.

Another international addition for Westfield Montgomery, along with the Chinese boutique I reported on not long ago.

CHAPTER TWO BOUTIQUE LIGHTED SIGN INSTALLED (PHOTOS)

Rita G.'s Chapter Two Boutique took a step closer to opening with the installation of its permanent, lighted sign Thursday.

For some reason, the sign lettering
doesn't show up on camera, but
trust me, it's up there!

The new consignment shop on Cordell Avenue also has its hours posted, but the website has not been activated yet, defaulting to a GoDaddy page.

KIM, KHLOÉ AND KOURTNEY TAKE BETHESDA: KEEPING UP WITH THE KARDASHIAN KOLLECTION AT WESTFIELD MONTGOMERY MALL

NEW FASHION

LINE HITS THE

RACKS AT SEARS

Another Robert Dyer @ Bethesda Row Exclusive

Kim, Khloe and Kourtney Kardashian are making a larger-than-life appearance at Bethesda's Westfield Montgomery Mall.

America's favorite reality TV family has added yet another enterprise to its empire:  a new fashion line, the Kardashian Kollection at Sears.

The Kardashian Kollection inadvertently upends the tiresome, trendy talking points that claim the great American indoor shopping mall, and great American department store chain Sears, are supposedly going the way of the dodo bird.

Reality is quite different.  Westfield is doing a fabulous job of adding exciting temporary and permanent tenants to vacant spaces, and is majorly improving food offerings.

Meanwhile, Sears has picked up an exclusive fashion line by 3 of the biggest fashion-associated celebrities in the world, the aforementioned Kardashian sisters.   Yet the Kardashian name and price points are not so pretentious and extreme, as to seem out of place at the squarely-middle-class department store.

No, sir, the indoor shopping mall with ample, free parking is here to stay.  And so is Sears, which usually has one of the best Christmas decoration departments in Bethesda.   Start your shopping engines!

CHAPTER TWO BOUTIQUE CONSIGNMENT SHOP OPENING IN BETHESDA

Another Robert Dyer @ Bethesda Row Exclusive

Rita G.'s Chapter Two Boutique is coming to 4931 Cordell Avenue in downtown Bethesda.  An upscale consignment boutique, it joins a rapidly-multiplying number of such shops in downtown Bethesda.

NEW "COMING SOON" SIGNAGE AT URBAN OUTFITTERS BETHESDA LOCATION (PHOTO)

Urban Outfitters has updated the signage at their highly-anticipated Westfield Montgomery Mall location, scheduled to open this month.

URBAN OUTFITTERS FUTURE BETHESDA LOCATION (PHOTOS)

APPAREL AND

FURNISHINGS STORE

OPENS IN

OCTOBER

Another Robert Dyer @ Bethesda Row Exclusive

As I reported last week, the popular apparel and apartment furnishings retailer Urban Outfitters is coming to Bethesda in October.

Here are a couple of photos of the future store's location in Westfield Montgomery Mall:

YOGI CASTLE, URBAN OUTFITTERS OPENING IN BETHESDA AT WESTFIELD MONTGOMERY MALL

Attention Frozen Yogurt maniacs:  Yet another frozen yogurt shop is opening in Bethesda.

Yogi Castle is a self-serve yogurt shop, opening in the near future on Level 1 at Westfield Montgomery.  The sign says August, but somehow I'm skeptical.  Maybe they'll prove me wrong by Friday, so wait and we'll find out soon enough.

Yogi Castle's menu is limited compared to more popular chains.  Likely flavors include Original, peanut butter, cookies and cream, strawberry, New York Cheesecake, raspberry, green tea, chocolate, and - if we're lucky - gingerbread.

Meanwhile, diagonally on the opposite side of Level 1, Urban Outfitters is scheduled to open in October.

ICEBREAKER TO OPEN STORE AT BETHESDA ROW!

HIGH-END, MERINO WOOL

PERFORMANCE WEAR

COMING MARCH 2013

Another Robert Dyer @ Bethesda Row Exclusive

Big news at Bethesda Row!  New Zealand adventure apparel pioneer Icebreaker will open its first DC-area store at 4821 Bethesda Avenue, in March of 2013.

Icebreaker's NYC Meatpacking District store [Photo: Icebreaker]

Icebreaker will fit nicely with The North Face, as both companies are known for producing "expensive-but-worth-every-penny" products known for function, as much as fashion.

BAA!  Icebreaker is all about wool; New Zealand merino wool, to be precise.  According to Icebreaker, the irony of their products is that their source - merino sheep - are "one of the toughest animals in the world," yet the resulting wool is extremely comfortable to wear.

Merino wool is lightweight and cool in a single layer during summer, but in multiple layers is perfect for cold winters.  By nature and design, Icebreaker's all-natural material is non-itchy, anti-microbial and odor resistant.  Their wool is hand-picked from carefully selected producers, and humane treatment of the source animals is one of the company's ethical pillars.  Following the lead of their CEO, Jeremy Moon, Icebreaker also maintains sustainable land-use and environmental practices.

One interesting - and slightly humorous - example of this in practice, is the Baacode.  Get it?  Using the Baacode on your running outfit, underwear or socks, you can discover the sheep "station" where the wool came from.

All of these green and sensitive policies will surely appeal to Bethesda residents.  In fact, CEO Moon says "Bethesda Row shoppers (have) an eye for new and beautiful apparel."

The store will be referred to as a TouchLab.  Their Tactile Gallery will allow customers to feel the material, and find out more about its practical features in a wide range of athletic apparel.

Obviously, Icebreaker is new to many of us in this area.  But in speaking to a couple of one-time shoppers at Icebreakers' SoHo NYC location, outstanding customer service from employees is one of their trademarks.  They also have a weekly run club, just as lululemon has had at Bethesda Row in the past.

With Icebreaker joining the latter, City Sports, Lucy, and The North Face, Bethesda Row is now perhaps the premiere, one-stop shop for high-end athletic apparel in the DC area.

As befits our recent designation as the Richest Town in America!

Are you pumped up about Icebreaker coming to Bethesda Row?  Have you worn any of their products?