Several of the top men’s brands in the world have just opened their doors at Hudson Yards — betting that the mega shopping and residential development is the future of retail in NYC.
“We have great respect for our legacy and heritage,” says Andrew Maag, the CEO of Dunhill, who moved the brand’s decades-old Madison Avenue shop to 20 Hudson Yards. “We have the Picasso lighter. We have Frank Sinatra’s suits. But for us, nostalgia is not modern.”
He emphasizes that Alfred Dunhill, the brand’s founder, always embraced the latest and greatest — and today that means Hudson Yards. “It’s a center of social gravity,” Maag says. “It has 4,000 residents all connected to the High Line. It’s massive. It feels new and right to me.”
Dunhill isn’t the only men’s brand writing its next chapter at Hudson Yards. Dapper Dans can scoop up luxe basics on the second floor of the shopping center, like comfy undies at Mack Weldon’s first brick-and-mortar shop or slick socks from Stance. Steps away, workout apparel specialist Rhone has also opened its first shop.
Back on the ground floor, luxury swimwear brand Vilebrequin lures shoppers with chic shorts adorned in bright colors and eye-popping patterns. For tres chic pinstripe pants and flannel vests, try preppy French fashion house Cremieux, which has also relocated its NYC flagship from Soho to Hudson Yards.
In the mood for something unexpected? The Conservatory and Forty Five Ten both display rotating, multibrand men’s offerings, from the likes of Métier London, Ron Dorff and Todd Snyder (at the former) and Rick Owens, Sacai and Thom Browne (at the latter). Grab some guy time next door at Neiman Marcus, where the men’s department boasts a bar and free, retro arcade games.
As for Dunhill’s new store, it still nods to history — wood paneling echoes the historic Hampstead Heath home of founder Alfred Dunhill, a façade references the gray stone of the Bank of England and a 1967 William Plunkett Kingston sofa anchors the shop — but it also bows to cutting-edge style. Browse spectacular sneakers fit for a duke or fresh-off-the-runway looks such as marble-patterned parkas and sleek leather bags.
In April, America’s oldest men’s retailer, Brooks Brothers, will join the Hudson Yards party. Its 2,500-square-foot, ground-floor shop will stock the brand’s heritage essentials and luxury Golden Fleece label.
In the meantime, find your horological happy place on Hudson Yards’ watch row. The mall’s ground floor boasts a glittering line of timepiece stores: Rolex, Patek Phillipe, Piaget, Cartier and a sprawling Watches of Switzerland. Time to shop, indeed.
By Christopher Cameron