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Born in Los Angeles VinceFounded in 2002, it has been known for its high essential elements, from delicate satin dresses to divisible puppy wool sweaters. Currently valued at around $ 20 million, the company has recently opened several stores in the United States (42 in total), including one along Madison Avenue in New York. His first presence in the United Kingdom, a boutique in Draycott Avenue in Chelsea, was inaugurated six years ago, but it is the new retail space of 2,300 square feet in Marylebone High Street that will become its European flagship and the largest male clothing footprint to date.
“We have been looking for several years to open a store here,” says Caroline Belhumeur, creative director. Like many of its stores, the new space is richly inspired by architecture, interiors and sculpture. “Our traditional store spaces are rooted in Italian vintage furniture of the 70s,” adds Joshua Giardina, vice president of creative services, who joined Belhumeur (once called “Queen of Luxury Quiet”) in 2019, after having worked with her at the Monaco Club. “But with this space we wanted to have fun a little more, a nod to inheritance and English eclecticism.”
Menswear It is a key approach to the brand, which joins other specialists in the area, including Trunk fabric, Paste and The Workers Club. The edition of the Italian Lino Jackets of Suede, Nylon and Compact (from £ 305), double wool pants (from £ 390) and swollen shirts (from £ 165) aims to “prevent men from feeling that they have to wear a blazer or a more traditional adaptation,” he says. (However, they hope to offer a tailored tailoring service in the future).
From the rich walnut floors (which brought 10 sampling iterations) to the Tapiz Phillip Jeffries de Suede and La Pana, which Giardina says that “eats the fair amount of light”, an extensive list of local and international collaborators has helped provide the two floors. 21st century furniture specialist The peanut seller Crafts and crafts dining chairs, 70’s oil paintings and ceramics inspired by Barbara Hepworth; Antiquities firm Study 125 He baptized the entrance with a Brâncuși style bank, and the design store of East London and Casa Béton Brut He has cured the living room. “If people are interested in buying [these] pieces, can do it, ”says Belhumeur. The scent of the store, meanwhile, comes courtesy of Perfumer hBased on neighboring Chiltern street.
California traces are also evident: framed photographs, filmed on the Belhumeur iPhone along the Pacific coast, Line One Wall, while the sculptural objects, rescued from the Pacific Palisades de Vince store, which closed after the Los Angeles fires that devastated the area earlier this year. The goal is to “create something that talks about the Californian warmth of the brand,” says Giardina. Belhumeur agrees: “If you have been in Los Angeles, you know how it is when you arrive at the golden time. You just want to sit and relax and be in it. That is really the feeling that we want our customers to have when they pass through the door.”
Vince87 Marylebone High Street, London W1