Quietly placing new product on racks and display units is no longer enough.
The shop, which opens today, offers a modern, streetwear-infused aesthetic.
“New York should be the most important city in the world for sneakers, but I don’t see that it is today,” said Erik Fagerlind, cofounder of the specialty sneaker shop.
Children’s wear will launch today, followed by men’s pants, and seven more stores will be added by the end of the year.
Designer Paul Helbers said the fall 2017 collection has not been delivered to clients.
The first new-format store has opened in London with low-key nods to old Britain.