ERROR:
subscribe to style file blog via RSSWelcome To SYN City
September 12, 2010 4:18 pm
Seven New York, long the home of some of fashion’s most innovative and curious labels (Preen, House of Holland, Raf Simons, and Rad Hourani among them) is adding a new one to its mix: its own. This Monday, the store launches SYN, its in-house brand—and before you ask, no, that’s not a typo. It’s a play on the store’s acronym, as well as the initials of Sophie So-Young Na, who designed the collection with her husband, Seven’s owner and buyer, Joseph Quartana.
While oversized shoulders, bold prints, and even glitter are often the norm on Seven’s racks, SYN will serve the store’s more basic needs, offering, aptly, seven styles for men, seven for women. Most are constructed from Japanese jersey and intended to fill the “in-between” gaps that the store had previously ignored. “We have, for example, a polo shirt for men, which is the kind of item that our designers wouldn’t do, or Joseph would ever buy for our clientele—it’s more the average person’s key basic item,” Na says. But Lacoste it’s not. “What we did was put Seven’s touch on it by attaching a jersey wrap skirt, and then toughening that up with matte black snap details and twill tape accents.” Adaptability’s the name of the game: The current, avant-leaning Seven customer can wear it as-is, and any more timid souls can simply detach the skirt.
“It’s a good time to offer basics at a reasonable price point,” Na reasons. “But we want to challenge the wearer and take the notion a step further. We still want to inspire people to dress up, not to give up on fashion.”
tags: Seven New York
any idea where I can find pictures from this event??
By Lorenzo on 09/15/10 at 11:52 pm