Thursday, February 5, 2009

Loris Diran's New Flagship Boutique

John Varvatos finds new competition with Loris Diran's new boutique which has just opened in the newly re-developed Bowery district. The store will house both Men's bespoke and Women's high-end collections. The shop is done in a beautiful neutral tone which allows the customer to focus on the clothing and not be distracted by outlandish interiors in other stores we have experienced in the shopping mecca of New York City.

As for the clothing we saw in the shop, his fall collection was on view and was a limited color palette of burgundy and neutral tones. What impressed us most was his selection of menswear which seems to be the lessor of his focus. The silhouette is very lean and you have to be fit to don these clothes. Mr. Diran demonstrates his skill in cut and structure with his men's line, we were overly impressed. As for the ladies his talent runs the same with a restricted, focused selection.

As we chatted with the designer we discovered that we had a businessman on our hands! He's focused on selling clothing and building his brand. At the end of the day you have to sell the clothing and Mr.Diran is committed to this. He views his male consumer as the "straight male hipster", and the neighborhood is full of them. To view his website

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