Lines stretched around the block. Helicopters buzzed overhead. It was madness today at the grand opening of the Pasadena H&M, the first H&M retail outlet in Southern California. Tucked between the Tiffany and Apple stores on Colorado Boulevard, the warehouse-like space showcases on two floors H&M's womenswear line. Sorry gents, ladies only. You'll have to wait until the Oct. 26 opening of the Beverly Center H&M.

Half an hour before the official noon opening us "journalist" types were allowed to claw our way through the hipsters sprawled out on the pavement for a sneak-peek inside the store. In addition to the opening special – a short, puff-sleeved, button-down, polyester-looking blouse available in plaid, green and perhaps some additional colors for a mere $7.99 – the store was stocked wall-to-wall with apparel and accesories, and there were mercifully few gaucho pants.

Hip, hip hooray! Three cheers for H&M. Finally a budget clothing retailer that doesn't cut T-shirts like tents and slip dresses like muumuus.