If you've ever been in a Dillards, the name Daniel Cremieux will sound familiar. But the merchandise in the brand's first American store, which opened this month at 65 Mercer Street in New York's SoHo neighborhood, won't look like anything you've seen in your standard mall.
That's because the new Cremieux boutique carries clothes more akin to what you'll find its stores in France, where the brand has become a heritage label. During a recent visit to the 700-square-foot space, shoppers were seen perusing colorful $115 knit ties and $475 handmade shirts on the second floor, where the brand keeps some of its more tailored options.
Downstairs, pique polo shirts and other knitwear made nice with gingham button downs, canvas backpacks, and shoes made in Maine. The store is decorated with a few French movie posters and images from the portrait series Cremieux recently shot with noted art director Andy Spade, one of which is seen above.
Overall, the store is noticeably colorful and undeniably preppy, but in a modern and approachable way. The brand's founder Daniel Cremieux and son Stephane are looking to expand the business, and think that ultimately they can open some 20 stores here in the United States. But they're using the SoHo location as a way to test the waters. "It's a small store," Stephane said in a recent interview, "but I want to see the reaction of our customers."
If shoppers find the small store as charming as its merchandise, that reaction will more than likely be trés bon, indeed.
—Details associate online style editor Justin Fenner.