Naked & Famous soon to open New York flagship

By

Olivier Guyot

Translated by
Nicola Mira

Published
Jan 25, 2018

Naked & Famous is going to attract attention in New York. The denim label was founded in 2007 by Brandon Svarc and has made a name for itself among jeans aficionados. Naked & Famous works with Japanese fabrics, and produces its collections in a factory based in Montreal, Canada.

Its signature raw selvedge jeans, like the latest 23 oz King of Slub model, have won over directional retailers like ID Menswear in New York, American Rag in Los Angeles, Centre Commercial and Espace Kiliwatch in Paris, 12XU in Tokyo and Thomas I Punkt in Hamburg. The label is also available in the jeans section at department stores Bloomingdales, Nordstrom and Le Printemps.

Altogether, Naked & Famous is distributed via about one hundred multibrand retailers worldwide, and also operates a store next to its Montreal factory. It has now decided to invest in a New York flagship, located at 123 Grand Street, on the corner with Broadway (close to the Alexander Wang store). "It's an attractive project for us," said the label's founder, whilst in Paris for the Capsule trade show. "We have developed a store concept which we'll unveil next spring."

The new store will showcase the label's entire basic range, alongside its special items - among them those made using kevlar - and collaborations. Naked & Famous has in fact signed a line with Japanese video game developer Capcom, based on the Street Fighter 2 arcade classic. In other words, denim nerd meets video game nerd.