September 2 2014

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1 posts tagged "Dr. Noki"

VFiles x Machine-A: A Transatlantic Shop-Swap


VFiles x Machine-AVFiles—New York’s premiere destination for streetwear, swag, and the cutting edge—has met its match. The platform’s retail director, Zachary Ching, found a kindred spirit in Anna Trevelyan—the rainbow-haired stylist who serves as London boutique Machine-A‘s fashion director—when they sat side by side at the Fall ’13 Thierry Mugler show. The conversation that ensued led to a veritable shop-swap that kicks off during New York fashion week. “I was telling her a lot about my store, and she was telling me about hers, and we thought, ‘Let’s just trade lives for fashion week,’” Ching told While VFiles focuses on all that is urban, and Machine-A prides itself on championing London’s experimental designers and up-and-comers, Trevelyan says that the stores are completely in sync. “Although the product and the brands stocked are different, the ethos is the same. We both want to give as much exposure as possible to the young designers we support, and the chance for a more international outreach for our designers really excited both of us.” The stores also share some common ground in their locations—they’re each based in their respective cities’ Soho districts, making them, as Trevelyan explains in the below clip, “global neighbors.”

Machine-A will take over the back portion of VFiles from September 3 through September 17 (the last day of London fashion week) and visa versa. Trevelyan is bringing brands like Alex Mattsson, Dr. Noki, Ashley Williams, and Kyle Hopkins to the Big Apple, and Ching will fill Machine-A with VFiles’ vintage collection, T-shirts by LPD New York, and wares from Hood by Air, including four limited-edition tops embellished with Swarovski crystals. “We haven’t figured out the price point yet, but they’re going to be super expensive,” laughed Ching when asked about the exclusive merch. On the more affordable front, the stores have created a range of co-branded sportswear—like basketball shorts, long-sleeve tees, duffel bags, and hoodies—which range from $30 to $90. The collaborative collection debuts exclusively here.

This switch-up ties into the stores’ long-term transatlantic plans, too. For instance, VFiles has picked up Alex Mattsson’s Spring ’14 menswear collection, and Machine-A will be stocking the new collection by Hood by Air. “I think it will be nice to take these first footsteps in London, because eventually we’d love to have a real store there,” offers Ching. But he adds, “It’s also about having a really fun party at the end of London fashion week. We’re super excited about that.”

V-Files is located at 12 Mercer St. in New York. Machine-A is set on 13 Brewer St. in London.

Photo: Natalia Mantini