“This is a lot more trendy, a younger customer—definitely a buy-it-now kind of feel,” said Yigal Azrouel last night, squeezed into a fitting room on Grand Street.
The designer was thrilled to discuss his nearly two-year-old line and its brand new home, a bright and bare store on the corner of Grand and Crosby in Southern Soho. Clothes hang from angled wooden racks that can’t quite reach the high ceilings and jagged mirrors line the walls; industrial light fixtures hang from the ceiling. “It’s a friendly place that’s a lot more open,” Azrouel said, referring to the Meatpacking District store that carries his eponymous collection. “We want people to come here and be comfortable, feel at home.” The location, close to downtown brands like Opening Ceremony and Derek Lam, adds to the laid back feeling. The store itself was designed by Dror Benshetrit, an Israeli designer who designed the newly opened Soho Synagogue on Crosby Street and used to spearhead a collection of home goods for Target.
Aside from the entire Cut 25 collection, the space will offer Stila cosmetics, limited-range Worth & Worth hats, and eye-catching jewelry by Holst & Lee (which just happen to be featured in our March issue). Each addition reflects a bit of the label’s light-spirited approach to sophisticated dressing.
Cut 25 is located at 129 Grand Street, opening today