Todd Snyder Plants Stake at Rockefeller Center – WWD

It was a whirlwind several days for Todd Snyder.

The designer opened his first Midtown store in Rockefeller Center on Friday; will launch his first store outside of New York in Greenwich, Conn., on Monday, and will launch his partnership with J. Press.

“This is huge for us,” Snyder said as he got his first look at the 3,500-square-foot Rockefeller Center store at 620 Fifth Avenue, the promenade leading to the ice rink and Christmas tree. The store also has an entrance on 50th Street.

“We call this a pop-up during work,” explains the designer as he points to the scaffolding and boxes being used as design elements in the space. “We take materials from construction sites and turn them into a shop,” he said. Military fabric and merchandise fitting rooms are displayed on plywood shelves and pieces of scaffolding.

“We are planning to stay open through the holidays so we can join the ceremonies and light the trees and help bring back New York,” he said. “Later [the store] will be closed and will reopen in March. When completed, it will feature design elements that have become Snyder’s signature including camouflage and utility-inspired furnishings with minimal, modular fixtures along with fixtures and effects. Medieval Ryan McMenamy artwork.

Inside Todd Snyder's Rockefeller Center location

Inside Todd Snyder’s Rockefeller Center location.
Courtesy of Todd Snyder

The store’s first iteration – one of several additions to New York City’s iconic shopping and entertainment center – will focus on seasonal goodies like signature suede Dylan jackets. Snyder’s signature look, his top outerwear pieces include overcoats, blazers and outerwear and cashmere suits. The store also offers some of Snyder’s favorite third-party brands including Aesop and DS & Durga body care products, Rototo socks, Alden and Birkenstock shoes and Joshua Ellis scarves. It will also sell his famous collection with LL Bean, as well as collaborations with Champion and others.

“It’s a well-edited assortment of our best,” he said.

The store will offer same-day delivery in New York City, as well as tailoring and changing services, and private shopping appointments.

Snyder said he was approached by Jenna Lyons, a former colleague at J. Crew who is working with the Rockefeller Center to reimagine the retail mix. When he sees other retailers and restaurants that have signed up — Kule, Eva Fahren, Lingua Franca, contemporary bistro Frenchette and others — “we knew we had to be here,” he said. Instead of big, nationally known names, these smaller stores will give New York tourists and locals a sense of discovery. “It’s more like downtown and Brooklyn in Midtown,” Snyder said.

Next up was Snyder’s first store outside of New York, a 1,500-square-foot store at 321 Greenwich Avenue, the main shopping street of tony Connecticut.

Snyder said his team has been “planning this for the past few months, and it has come to the right place at the right time.”

Inside Todd Snyder's Rockefeller Center location

Inside Todd Snyder’s Rockefeller Center location.
Courtesy of Todd Snyder

The Greenwich store is expected to be similar to the one he runs in East Hampton, NY, and part of his unique retail niche.

“We wanted to create a hub and a talking place,” he said, or a flagship offering “Todd Snyder’s world” and smaller “experience” stores with the aim of being “ discovery point for customers to find out who we are . ”

In New York, chiefly his 5,000-square-foot store on 26th Street in the Madison Park neighborhood, which offers his complete collection, other complementary brands as well as a barber shop , tailor and cafe.

“We wanted to use retail stores as a mechanism to convert customers to our brand,” he explains. That’s especially true of the Rockefeller Center, perhaps the most visited site in the city, especially during the holidays. “There are a lot of eyeballs here,” he said, “and an opportunity to reach many people at once.”

Going forward, the plan is to add stores in other major cities across the US shortly. The first will be Los Angeles, which Snyder says is the brand’s second-largest market, as well as Boston, Chicago and Miami.

“We’re starting to build an infrastructure to grow our customer base online – that’s how I see retail, not as a revenue stream but as a way to promote and let people know. who are you. It used to be putting your goods in a good store, getting ads in magazines and on billboards, but not anymore.”

Inside Todd Snyder's Rockefeller Center location

Inside Todd Snyder’s Rockefeller Center location.
Courtesy of Todd Snyder

Digital represents 85% of Snyder’s sales and it will also be the engine that helps him make his mark on the international stage, which is also on the card.

Snyder, who is known for his all-American aesthetic infused with a modern urban energy, celebrated 10 years in business this year. Trademark has been purchased by American Eagle Outfitters in 2015 for $11 million, and Snyder opened its first store under new ownership, in 2016 in Madison Park. Accordingly, he has set up a Liquor Store in TriBeCa in 2019 and a permanent store in East Hampton this summer.

Even with two store openings, Snyder hasn’t turned away from his famous collaborations, including Todd Snyder x J. Press. The collection, launching today, includes 48 pieces and offers modern interpretations of Ivy League classics such as a strappy suit, a pair of chinos, and a canvas jacket. rough, a Harris tweed jacket and oxford shirt, as well as Shaggy Dog, the signature Shetland Sweater brand beloved by both President John F. Kennedy and actor Cary Grant.

Snyder’s updates on these classics include yellow and black tweed, striped and tartan suits; Poodles with bold colors including orange, pistachio and granite; oxford shirt with a distressed finish and a vintage duffle coat with orange camo print. Ivy League references including chenille patches and J. Press’ bulldog mascot are also incorporated throughout the collection.

“NS. Journalism is always on the radar. You have to know J. Press,” Snyder said. We also used some more modern pieces like our outerwear, and then ‘J. Let’s emphasize’ them by designing them in Harris tweed. “

“The collection is called Retake Ivy,” says Snyder, adding that as an American designer, he is eager to tell the story of the Ivy League through a modern lens. “They invented a lot of things and this is my chance to tell my own story.” The collection will be available exclusively on the Snyder website and Madison Park stores.

J. Press was founded in 1908 by Latvian immigrant Jacobi Press who opened a tailor shop in New Haven, Conn.

Snyder also revealed he will be returning to the New York Fashion Week calendar in February. “I’m going to do a show,” he said. “I think it’s important to put the stakes in and say, ‘We’re New Yorkers, we’re back and we’re menswear.’” Though the details and placement still have to be known. consider, says Snyder, that the program will help him “get the sound a little louder.” Todd Snyder Plants Stake at Rockefeller Center – WWD


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