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& Other Stories Site Crashes Upon U.S. Launch [Updated]


As you may have heard, H&M sister brand & Other Stories has launched in the U.S., and apparently we're not the only ones who are very, very excited about this.

Although the "official" launch is Friday, the brand "secretly" opened up its online shop on Wednesday, inviting those who had signed up for emails to shop early and get 20 percent off their purchase. However, it wasn't until Thursday morning that we noticed its U.S. site had pretty much gone down, presumably due to a traffic surge. While there is text there, it's not usable or shoppable (see below).

The high street brand also opened up its first U.S. store in NYC with an event Wednesday evening (though it doesn't open to the public until Friday) and perhaps all the social media buzz made more shoppers aware of the launch.

It's unfortunate -- as we saw Thursday night, the brand has some really, really good stuff on offer right now and a lot of people are probably dying to shop it (as they should be). We've reached out to a rep for & Other Stories and will update once we know more.

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Update 10/16 1:30 p.m.: The site appears to be back up and running. Yay!