Jeffrey Rudes presentation, Fall Winter 2017, New York Fashion Week Men's, Skylight Clarkson Sq, USA - 31 Jan 2017

NEW YORK — Jeffrey Rudes will close his 5,800-square-foot store at 57 Greene Street in SoHo today. The boutique, which opened to much fanfare in July 2015, housed the designer’s luxury men’s wear and was his only freestanding store.

The reason for the closure was to focus on the brand’s “more lucrative” online business and selected wholesale accounts, a spokesman said. He added there were no plans at this time to open other freestanding stores. Rudes sells to Ron Herman in Los Angeles.

Based in Los Angeles with a design atelier in Bologna, Italy, Rudes had staged his men’s wear presentations at the SoHo store three times. In January, Rudes showed his men’s wear collection in a private duplex apartment in Paris, but also showed at the store as part of New York Fashion Week: Men’s.

At the fall 2017 presentation in Paris, Rudes, who designs alongside creative director Lorenzo Marchese, told WWD his aim is to nudge the customer gently forward each season and to offer clothes that are “wearable, approachable and consistent.”

The SoHo store was conceived by Rudes in collaboration with Steed Hale, principal of Steed Hale Interior Design & Co. Among the design elements were a renovated red brick and iron-columned facade that reinforced the historic sense of the cobblestone street outside. The store featured marble floors and ebony wood, with chrome accents and a 9 foot-by-12-foot video wall. The flagship’s opening party was attended by Amar’e Stoudemire and Atlanta de Cadenet.

In 2015, Rudes told WWD, “We expect to have a global, multichannel retail footprint, but first, we want to get it right in our store and on our web site. Would we use franchisees or finance the rollout internally? It’s too soon to say, but if I’m thinking in terms of a global rollout of the brand, I’m not going to be doing it myself.”

Rudes was unavailable for comment Friday.

He founded J Brand in 2005 and resigned as chief executive officer in May 2014 after selling his equity in the business. Fast Retailing Co. acquired control of 80.1 percent of the brand for $300 million in December 2012. Rudes was eager to enter better men’s wear from virtually the moment he departed J Brand.

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