British resort-wear label Orlebar Brown is finally showing off everything it’s got in New York.
After launching a curated Soho boutique in 2016, the James Bond fan favorite (known for photo-print swim trunks and re-creating Sean Connery’s baby-blue terrycloth onesie from the 1964 film “Goldfinger”) has opened its first expansive store in the city.
The new shop, located at 987 Madison Ave., at the Carlyle Hotel, is Orlebar Brown’s seventh US store. It houses the most complete collection by the tailored-swimwear designer in New York, including all of the brand’s latest and greatest looks, such as their new cruise collection, as well as any upcoming collaborations.
“The US has become incredibly important for us, as it becomes our biggest territory, and New York is the key within that,” says founder Adam Brown. “A huge amount of our customers live on the Upper East Side, and this store under the Carlyle is the ideal spot to meet with that customer.”
Suave shoppers are now able to try on Orlebar Brown’s more formal pieces, like outerwear, knits, shoes and accessories, which are not available in the Broome Street store. Those who frequent their shops may notice other subtle changes. Brown says that after more than a decade (he founded the company in 2007), it was “time for a refresher.” To that end, the new store has debuted fresh signage, colors and “a new graphic language” with “a bit more humor” and “more direct references to resort spaces.” Think: Tile work that is reminiscent of water and a diving board that doubles as a display and workstation.
New “lifestyle bays” house products by category, such as items for the coast, beach, resort or sport, for easy shopping. More space has also allowed Brown to bring his online “SnapShorts” — a design-your-own-swimshort service — in store. Customers can now walk in, pull up a photo on their phones and be guided through the design process by a store employee to create the perfect pair of graphic swimmers.
“It’s a more interactive experience,” says Brown. “Traditionally, our stores have been more about polos, pique, T-shirts and toweling. It was about the beach. But this store is about going into the resorts, with linen jackets, trousers and shirts for dinner. This is a resort, rather than an athletic world.”
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