Lou & Grey is So.Crazy.Soft opening in New York City Flatiron
Lou & Grey, the clothing brand known for its soft, texture-rich and easygoing essentials, has been opening its first New York store at 138 5th Avenue and 19th Street on September 9, 2016 in the Flatiron district, a living embodiment of Lou & Grey’s “So.Crazy.Soft.” fall campaign
Lou & Grey’s laid-back approach to dressing complements the dynamic lives of women: it’s her go-to traveling attire, her yoga class uniform, her all-weekend ensemble. Fall’s Signaturesoft collection is made up of touchable pieces perfect for the New York woman’s active lifestyle- whether it’s a cocoon cardigan, a painterly pastel print or an easy swing dress, the modern, do-it-all styles feel both luxurious and comfortable.
The store will feature collaborations with third parties such as natural soft-skin experts CAP Beauty and a roving soft-serve ice cream truck. Lou & Grey plans to engage more “soft” activities throughout the year. The store’s design joins the feelings of soft and clean, with marble tables and fitting rooms that evoke a lounge space – floating curtains in linen with pink velvet stools.
“Lou & Grey is more than a brand, it’s a lifestyle,” said Gary Muto, President & CEO, ANN INC. “Each of our freestanding stores have a local feel and Flatiron is no different. Our team curated a mix of apparel and third party partnerships that reflect the brand’s sensibility while capturing the energy and spirit of New York. We are excited to introduce the Lou & Grey brand experience in our hometown and believe our product assortment is in sync with the way women are dressing today.”
The store will also emphasize the idea of neighbourhood and community, through New York-based makers like designer and artist Caroline Z. Hurley, who created an original hand-painted mural for the welcoming space, and plants and succulents from New York-favourite The Sill. The Flatiron location will also house Lou & Grey’s first-ever design studio, a creative space for the design team to draw inspiration and receive direct feedback from shoppers and associates in real-time while creating future collections.
“Think of this as a place to stop by and hang out. It’s a place to relax and slow down within this frenetic, amazing city. The environment and the clothes are equally as inviting and welcoming,” said Austyn Zung, Executive Creative Director. “And with our design studio right in the store, we are happy to be settling in.”
Lou & Grey is an exciting evolution of the LOFT lounge collection, and a new movement in women’s retail, based around a thoughtfully designed and edited collection of easy going, texture-rich styles for every day. The store space is where beautifully made clothing seamlessly fits with a selection of apothecary, accessories & more, handcrafted by independent US makers. This curated experience invites customers to linger, discover, settle in, and keep coming back. Lou & Grey clothing is for the woman on the go who never wants to choose between style and comfort. They’re the easy pieces that work for any situation she’s in. Lou & Grey is more than a brand, it’s a lifestyle.