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August 27 2014

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Vince Goes Big In Soho

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Vince's New Mercer Street Store

Is it just us, or has Vince—the contemporary range known for its bunny-soft cashmere wares—worked up some serious mojo? The beloved basics brand began to gain steam in January, when it appointed Doo-Ri Chung as its creative director. In May, the label hired Karin Gregersen, formerly of Chloé, to direct the label’s sales, marketing, product development, and creative initiatives as its new president. And now, it seems things are in full swing. Just last night, Vince hosted the launch of its new 3,000-square-foot flagship on Mercer Street, and the fete attracted all the right girls-about-town. Alexandra Richards, Harley Viera Newton, and Leigh Lezark turned up to check out the space and dance to tunes from the Dolls’ deejay Mia Moretti and violinist Margot.

With its exposed white brick, 22-foot-high ceilings, skylight, and pale hardwood floors, the boutique boasts a welcoming layout. “It’s very modern and very clean, but it’s also warm, comfortable, and inviting,” said Vince CEO Jill Granoff. For the first time, Vince’s men’s and women’s collections are presented on separate sprawling floors, but it was the shoe display case—which was filled with enticing pointed, pony-hair mules, riding boots, and high-tops—that seemed to get the most attention. The kicks will have to move over soon, though: Gregersen told Style.com that the label will be launching handbags next year. “We’re building more of a global lifestyle brand,” said Gregersen. “We’re continuing to work on our existing products and launching new extensions.” Granoff chimed in to note that dresses and outerwear for all occasions are a new focus, and that they’re working to further develop the menswear offering.

Indeed, the slick Soho flagship makes a smart addition to the label’s three other Manhattan (and twenty U.S.) outposts. But more retail spaces are nigh—Vince is looking to take the international market by storm and is opening its first stand-alone store in Tokyo next week.

Vince’s flagship is located at 89 Mercer Street in New York.

Photo: Courtesy of Vince

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