On October 11, luxury menswear brand French Laundry opened its first New York flagship store in Tribeca’s neighborhood, at 5 Harrison Street. An event celebrated around New York-born founder Guy Samuel and his friends, with a special musical set by The Zillions and graffiti artist Russell Murphy who tagged the store windows and customized shirts and hats.
“This opening follows a series of pop-ups in Atlanta, New York and The Webster Miami,” said Guy, founder of Paris Laundry brand. “We were looking at Soho, but ended up in Tribeca. An address that felt most authentic to the brand’s NYC roots and matched our budget.”
Open to the public from Friday to Sunday, and converted into a showroom and offices from Monday to Thursday, the 800-square-foot space is offered on two levels with a basement for private appointments, fittings and customizations.
“The spirit is luxury without being luxurious,” continued Guy. “The decor was inspired by graffiti culture, the collections are presented in arch-shaped displays, there are Persian rugs and also all the objects I love, from an old Louis Vuitton trunk, to cult Rick Owens dunks, vintage sunglasses and vintage art.”
The boutique also offers, within a few days, customized printing, embroidery and cut and sew via its Long Island studio.
On the racks, the Paris Laundry Fall Winter 2023 collection presents a selection of pieces “for a true New-York inspired aesthetic” around workwear shirts, printed sweaters, silk mohair cardigan and embroidered military jackets. A great piece in the collection, the layered hoodie lined with a cropped tee, revisits a classic American garment in the most creative way. Already visible on its Instagram account, the next Paris Laundry Spring/Summer 2024 collection will play on embroidered denim, and will feature the hoodie in cotton hand-knit oversized and cotton multilayered versions.
With its premium positioning, Paris Laundry uses sustainable fabrics from Italy, Portugal and Japan. Manufactured mainly in New York and Los Angeles, silk pieces in Italy, and knits in China, Paris Laundry’s unisex apparel offerings range from $175 to $1600.
“We’re going to take time to see how this opening progresses before thinking about copying our concept elsewhere,” added Guy. “Our first priority is to improve our model, consolidate our online presence and sensibly develop our wholesale.”
The brand, which today sells mainly in the United States, with New York, Los Angeles and Miami at The Webster, as its main markets, is planning to expand into Europe next year.
“We are currently talking to the major department stores in Paris, Milan, Rome, and London, and will present our collections next January at New York Fashion Week, followed by a pop-up at Milan Fashion Week, then at Paris Fashion Week,” concluded Guy.
In the coming weeks, the brand is expected to announce a new pop-up in Los Angeles in one of the most famous multibrand store, in collaboration with a friendly brand. The brand’s e-shop will open in early November.
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