Brooks Brothers will open a new concept store in the Flatiron District of New York City later this fall to cater to college students and young professionals. Taking the younger, more trend-driven merchandise from its existing sportswear collections, Brooks Bros. is aiming to create an environment tailored to the brand’s next generation of customers.
Located at 901 Broadway at 20th Street, the store will showcase sportswear rather than tailored clothing, in an interior meant to evoke a casual, retro attitude. “You won’t find a shirt-and-tie wall here,” said Lou Amendola, Brooks Bros.’ chief merchandising officer. “It’s a lot less formal than a traditional Brooks Bros. store. We’ve kept an exposed brick wall and are using antique furniture and vintage Brooks Bros. imagery from the Forties and Fifties.”
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