Etiqueta Negra, the high-end Argentine fashion brand, will open its second U.S. store — a men’s-only unit — in South Florida next month.
The 3,000-square-foot boutique in the Aventura Mall in Aventura, Fla., will be the company’s 12th store. A two-level, 6,000-square-foot unit opened at 273 Lafayette Street in New York’s SoHo in April.
President Federico Alvarez Castillo said the location of the newest unit “was a natural choice” for a brand established in South America.
The shop will include a storefront showcasing a classic 1924 Bugatti T3 framed by vintage luggage trunks collected from around the world. Dark wood paneling and black-and-white photographs illuminated by vintage-style cinematic lighting will offset the chocolate color palette, which is intended to evoke Argentine history and the masculinity of the clothes and accessories.
The brand, whose name means black label, specializes in modern basics such as Pima cotton distressed T-shirts ($32 retail), Argentine leather jackets ($700-$1,400), cotton zip-up sweaters ($85), Italian dress shirts ($180), cotton button-downs ($80), cotton blazers ($250) and jeans ($145).
Alvarez Castillo said men’s wear, which accounts for 70 percent of the company’s mix, “is really the foundation and the core of our business, so that is what we wanted to lead with in Miami. Etiqueta Negra started as a fashion house for men and then eventually expanded to include a women’s collection as the company grew. This is the same strategy we plan to use in Aventura.”
The store will mark the debut of a line inspired by classic automobiles. The nine-piece Classic Car Collection will feature casual jackets, sweaters, T-shirts and jeans in white, black and dark gray with the brand’s trademark yellow accent.
“I’ve had a passion for classic automobiles since I was a child and am an avid car collector,” said Alvarez Castillo, who has one of the largest collections in the world. “This appreciation for beautiful cars has played a central role in the design and aesthetic of Etiqueta Negra as a brand, from the campaign imagery to the boutique décor. It was only appropriate to integrate the vehicles into the design of the clothes themselves.”
Alvarez Castillo said the company wants to keep expanding in the U.S. but has no immediate plans for another store.
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