The owners of Odin, the influential Manhattan men’s boutiques, are spreading their wings with projects, including a third Odin location, Odin fragrances, a consulting business, and a contemporary label they are launching in collaboration with Duckie Brown.
Owners Edward Chai and Paul Birardi are also undergoing a downtown real estate shuffle that involves absorbing Den, their rotating single-brand concept, into the Odin flagship on Lafayette Street, while Oliver Spencer moves from the West Village into the old Den space on East 11th Street, and a third Odin launches in the old Oliver Spencer space. (Chai and Birardi are investors in Oliver Spencer as well.)
Den, which has featured a string of emerging brands such as Tim Hamilton and Engineered Garments, will have a clearly defined space and separate entrance on Lafayette. The next brand to be showcased there will be Nice Collective.
The third Odin, opening in early September, will have 600 square feet at Greenwich Street and West 11th Street, and extends the chain to five units, including Den and women’s store Pas de Deux, which Chai and Birardi opened last year.
“It’ll have the same feel as on Lafayette, while incorporating the neighborhood charm,” said Chai.
The original Odin landed on East 11th in 2004, and grew fast from a neighborhood favorite to an international men’s wear destination. Last year, a vendor survey found Odin to be the third most influential men’s store in America after Barneys New York and Fred Segal.
“Eddy and Paul are incredibly talented, because they’ve turned Odin into this very visible store in terms of fashion, and they obviously know what they’re doing, because they continue to do well,” said Daniel Silver of Duckie Brown.
As a result, Chai and Birardi have formed a consulting firm called Foundry NYC with beauty entrepreneurs Kelly Kovack, co-founder of Rescue, and Larry Paul, co-founder of Sharps. The firm will advise clients on design, merchandising, store concepts, branding, financial strategy and more.
The inaugural project for this group was the creation of Odin fragrances — three unisex scents, which will retail for $110 a bottle, starting in October.
But Chai and Birardi say Den, their rotating single-brand store, was the catalyst to becoming consultants.
“Really, when we were doing Den, what we offered designers — if they wanted it — was information on how sales were going, who was buying what, sales trends, missed opportunities,” and designers were using the space as a lab for developing their own retail concepts, new categories and other projects, said Birardi. “So Den was evolving to become what we’re doing with Foundry.”
Chai and Birardi are also collaborating with Duckie Brown designers Daniel Silver and Steven Cox on a classic collection called Edward, which will launch exclusively in Odin stores at contemporary prices.
“We’ve sold Duckie Brown for four seasons and we carry their Florsheim footwear now,” said Birardi. “It’s really resonating with our customers. We all really get along. And Edward started from a conversation with them about what we felt was missing from the store.”
They dubbed it Edward because each of the four claimed a family member with that name and felt it sounded distinguished.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)