DALLAS — Forty Five Ten’s casual offshoot, Five and Ten, has only been open since February at Highland Park Village, but co-owner Brian Bolke is already working on a second new concept opening Oct. 27 at the luxury shopping center in Dallas’ wealthiest neighborhood.
This story first appeared in the October 18, 2012 issue of WWD. Subscribe Today.
In a joint venture with Dana Card, the cofounder of A Pea in the Pod who now operates a nutrition company here, Forty Five Ten is creating a lifestyle boutique and organic juice bar called Number One/Le Jus.
“It’s about addressing many aspects of your customers’ lives,” Bolke explained. “Number One is what you wear after you work out, to throw on something and go pick up the kids and not look like a schlub.”
The mix at Number One is “thoughtful,” he said, including socially conscious resources like Donna Karan’s Urban Zen and Fendi’s eco-friendly Carmina Campus handbags.
“Everything either has a philanthropic tie, or is truly eco-friendly, or sustainable, or very simple in its DNA,” Bolke explained.
That philosophy drew the Italian American Chamber of Commerce to schedule a private party at Number One on Oct. 26, for Ilaria Venturini Fendi to receive the chamber’s first Excellence in Ethical Business Award for her support of third-world women’s causes via Carmina Campus bags.
“It was the perfect fit,” said Silvia Raffa, IACC director of Italian Fashion Week, who is organizing a series of fashion shows and events that week in Dallas.
Additional Number One resources are expected to include unstructured sportswear by KristenseN du Nord, Herff Christiansen and the lady & the sailor; Côté Bastide home products; Flower Road beeswax and essential-oil skin treatments; jewelry by Marion Cage and Jeanine Payer, and Heath ceramics. In addition, Bolke plans to introduce private-label Number One easy cotton women’s separates and Forty Five Ten-branded scented candles by Red Flower, plus gifts and books.
Some of Number One’s clothing lines are moving from Five and Ten, which was recently remodeled and re-merchandised with the addition of Marni for men and women and Victoria by Victoria Beckham.
The boutique occupies about 400 of the building’s 1,500 square feet and will merge seamlessly with Le Jus, an exclusively organic café offering pressed juices, Blue Bottle Coffee, Bellocq floral teas, soups, salads and grain-free desserts.
Among its handcrafted preparations will be sugar- and caffeine-free probiotic drinks made of fermented coconut water with pressed fruit juices and low-acid iced coffee that’s slow-dripped overnight.
Card is banning milk in favor of her slurry of homemade raw almond milk pressed with dates, vanilla bean and cinnamon. Coconut-sugar granules stand in for sugar, and plastic is forbidden.
“It’s an oasis away from the city, like a minivacation where we can provide you with beautiful things and nutrient-dense, properly prepared foods,” said Card. “It’s all about, let’s be happy and joyful.”
Just as Forty Five Ten references its address on McKinney Avenue, Bolke named Number One for its spot at 1 Highland Park Village.