Details, products and more – WWD

Todd Patrick ends the year by going all out detailopening a new flagship location in Atlanta, Georgia to boost awareness of the six-year-old menswear brand, and serve as a platform for emerging brands and a hub for its local community.

The brand, founded by creative director Desyree Nicole, opened the store at 284 Buckhead Avenue this week, featuring styles from Todd Patrick as well as clothing, beauty and lifestyle products from nine up-and-coming brands. As of March 2021, Todd Patrick had been operating out of a small storefront in Atlanta. Nicole and the company’s chief operating officer, Gabriella Paulino, closed the old storefront this month to focus on the larger flagship.

“For us, it’s creating the environment,” Nicole said of the brand’s goal for the larger store. “We’re into high-end luxury, but you know when you walk into these stores and they almost make you feel like you can’t afford it? We wanted to create an environment that looks a lot like our living room and make it welcoming and very warm.

The new flagship is decorated with vintage furniture and decor to create a cozy ambience. The store offers Todd Patrick clothing and accessories, in addition to clothing from Tender Person, Reves Paris and Lost Shdws, grooming brand Blind Barber and lifestyle brand Elyse Candles, among others.

Inside Todd Patrick’s new flagship.

“When I started as a designer, I didn’t really have that wholesaling experience where I opened the door to those accounts, but a few people gave me the opportunity, which led to the brand awareness for Todd Patrick,” Nicole explained why she wanted the new flagship to carry other brands. “I wanted to do the same for small, up-and-coming designers who maybe don’t have the opportunity to be 10 doors down from Hermès or Dior, but now they do.”

Nicole and Paulino chose the nine emerging brands for their similar aesthetics and price points to the Todd Patrick brand. Prices for other brands’ products range from $120 to $750, while Todd Patrick’s offerings range from $300 to $5,000.

Another reason for moving to the larger flagship was to host more community events and activations. Todd Patrick has planned events with its partner brands to showcase their products, as well as their own brand-centric events to increase brand awareness.

Inside Todd Patrick’s new flagship.

“We’re so committed to our brand and the art,” Nicole said. “We’re trying to get more people to meet us and bring in more of the community that’s in Atlanta and this particular mall and bring in more people who I would say are like us for events and can have fun.”

Besides merchandise, Nicole also has her studio and workspace set up in the back of the store to create bespoke pieces and customizations.

Todd Patrick was launched in 2016 after Nicole, a former Division I basketball player, saw a gap in the menswear market for luxury styles in plus-size and custom sizes. This year, the designer presented collections during Men’s Day in New York and at the MAGIC Lounge in Las Vegas, Nevada.

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