Article: Sean John store driven by profits, not puffery.(first Sean John stores opens in New York on Fifth Avenue)

Byline: David Moin

NEW YORK -- Another designer temple?

The first Sean John store opening today at 475 Fifth Avenue could have been just that, considering P. Diddy's larger than life persona, and his dream to grow Sean John, as he says, into a "global lifestyle brand."

And it's got a majestic entrance with huge slabs of Idaho travertine that flow into the interior, a 22-foot wide window, and an inside inspired by P. Diddy's apartment and lifestyle, not to mention the prestigious Fifth Avenue address.

Yet Sean John, on the southeast corner of 41st Street across from the New York Public Library's famous lions, hardly falls in line ...

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