Men’s Shirt Concept Bows in Manhattan

New men's wear concept Jeremy Argyle New York has debuted in SoHo.

NEW YORK — In what is likely further evidence that local apparel and retail markets have begun to thaw, a new men’s wear concept has debuted in SoHo here.

Jeremy Argyle New York, a men’s brand dedicated to updated sport and dress shirts, launched two weeks ago with the opening of its first location at 160 Spring Street.

The 500-square foot unit that formerly housed German haberdasher Linus is now an emporium of contemporary wovens and the first test for 29-year-old founder Brian Guttman.

“I want to be known for one commodity and then branch out into other categories,” said Guttman, whose family founded sportswear manufacturer Paris Star and was a major investor in women’s top maker Como Fred David. “Guys can come here to get modern but classic shirts for a good value.”

Button-down shirts with signature details, like branded ribbon that runs along the sleeve’s cuff and square buttons, retail around $130.

And in a testament to the continued strength of men’s woven shirts, Jeremy Argyle also suggests the economic slowdown is generating opportunities.

“People may see this as fated to launch a new brand right now,” said Guttman, who added he would eventually like to wholesale the brand. “But the recession has meant there’s less barrier to entry for guys like me.”

Guttman cited both reduced commercial rents and less stringent minimums at factories as two factors that helped him launch Jeremy Argyle.

“There’s no way I could have rented this location last year,” he said of the store, which is near the intersection of West Broadway and Spring Street, a tony area of SoHo. “Now, we will see if guys come in to shop.”