The “crossroads of the world” is getting a new supply of denim.

Levi Strauss & Co. (LS&Co.) announced a new Levi’s flagship store in New York City’s Times Square at 1535 Broadway. Located in the heart of the city’s entertainment district, the store will replace the brand’s current Times Square store, which has been open since 2008.

At approximately 17,000 square feet, the store will be one of the largest in the brand’s global fleet. Levi’s said the strategy for the Times Square flagship will be shaped by consumer research the company conducted to better understand consumer expectations when shopping at a Levi’s store, leveraging the very best in store design, product assortment and omni-channel capabilities to deliver a world-class consumer shopping experience.

“This new flagship store is a testament to the strength and relevance of the Levi’s brand,” said Carrie Ask, LS&Co. executive vice president and president of global retail. “Located in the heart of Times Square, this store will be the ultimate shopping destination for consumers from around the world who are seeking authenticity, customization, and personalized fit and style expertise.”

The decision to invest in a new, larger format store in Times Square reinforces the company’s confidence in direct-to-consumer, which now represents nearly one-third of the company’s total global business. Company owned and operated retail is a key component and has been an important and profitable growth driver for the brand.

“For us, it’s about meeting consumers where and how they want to shop,” said Ask. “With this store, we are focused on bringing the flexibility and ease of omni-channel to the in-store environment, while also giving the consumer a unique and highly personalized experience that they can’t get anywhere else.”

The Times Square flagship will arrive on the heels of the latest re-opening of the Levi’s store in SoHo, which features the latest advancements in technology, customization and the brand new authentic Levi’s vintage collection.

Times Square is becoming a hotbed for denim-focused retail. Last month Gap opened a new store alongside Old Navy in a location that is three-times larger than most Gap stores.

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