NEW YORK — Pop stars can be so temperamental. Just ask 55DSL, which had British singing sensation Lily Allen cancel a private performance meant to celebrate the opening of its Manhattan retail store—after sending out invites touting the exclusive concert.
Despite the last-minute snafu, the Italian streetwear brand managed to snag another hot English act, the Klaxons, for the April 12 event, which featured a party in the store, followed by a concert at Brooklyn's uber-trendy Studio B nightclub. (Revelers were transported to the concert in a fleet of yellow school buses.)
Located at 281 Lafayette Street, the new 55DSL store is located on a shopping thoroughfare heavy with brand peers like WESC, Triple Five Soul, Stackhouse, Brooklyn Industries and Dunderdon. The 1,600-square-foot store stocks men's and women's apparel, accessories and eyewear (made by licensee Safilo) from 55DSL, which is a unit of Diesel Group.
The airy shop—conceived by an in-house industrial designer—features vintage oak floors, white-painted brick walls, and a ceiling with exposed beams and a skylight. Men's wear is on the right side of the rectangular space, with women's wear on the left and a display of T-shirts at the far end.
"We wanted to create a clean, simple space to put the focus on the clothes," said Andrea Rosso, creative director of 55DSL and son of Diesel founder Renzo Rosso.
A cash wrap of dark wood is situated in the center of the store, with modern, clear glass tables for merchandise strategically placed around the space. Two dressing rooms in the rear of the store are fashioned from glass and red privacy curtains, with a nearby lounge area boasting a Mod white leather sofa.
The store targets an 18- to 25-year-old demographic, with T-shirts retailing for about $35, shirts and pants for $100, sunglasses for $140 and outerwear from $130 to $400. The company declined to divulge sales projections for the shop.
Rosso hopes to host regular events and parties at the store, and a DJ booth is planted near the entrance. "This street is very special and we want the store to feel like a home," he noted. "I'd like to get together with the other stores on the block and organize an outdoor fair here."
This is 55DSL's fourth freestanding store, with other locations in Tokyo, London and Milan. The company has been scouting locations in L.A.'s La Brea neighborhood for another potential unit.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews