Clearly First

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The eclectic, ever-changing roster of objects at this colorful shop share a Scandinavian sensibility and a playful spirit. Creative director and CEO, Hélène Hellsten, who is Swedish, chooses the items herself, and they run the spectrum from Sjöö Sandström watches to photographs by Stockholm-based artist Eric Broms to the largest selection of Tretorn shoes in the U.S. Other clothing options are Acne Jeans for all ages and cashmere hoodies from Manestrale. Shoppers can expect to find the unexpected in the Madison Avenue space�along with teddy bears, candlesticks, glassware, antiques, and bicycles, there may be leather Ipod cases or pastel-colored wool blankets. Hellsten complements her collection by hosting regular in-store events with designers, musicians, authors, and artists whose merchandise she sells. — Rachel Corbett