Brut Archives announces the opening of its second boutique worldwide, in New York, following its historic establishment in Paris. This launch marks a new milestone in the brand’s international development strategy.
Brut boutique in New York – DR
Founded in Paris by Paul Ben Chemhoun, Brut Archives launched in 2017 with the creation of a vintage showroom designed exclusively for fashion industry professionals. This first space brought together a tightly curated selection of textile archives, drawn mainly from workwear, Americana, and denim.
In March 2019, the brand took another step with the opening of its first Paris boutique at 3 rue Réaumur, in the 3rd arrondissement. For three years, the offer available to the public consisted exclusively of second-hand pieces and rare vintage archive pieces, while maintaining a B2B activity serving industry professionals. This address became a hybrid space at the crossroads of boutique, archive and the transmission of textile know-how.
In 2022, Brut Archives made a major strategic shift, bringing its vintage activity to a definitive close to focus fully on developing its own clothing line. All creative work, as well as the upcycling studio, was then centralised in Paris under the direction of managing director and creative director Paul Ben Chemhoun. The collections are founded on raw, durable materials, combining new fabrics with archive materials- an approach that has become the brand’s signature.
Originally conceived as a menswear brand, Brut Archives now appeals to an ever-growing female audience, thanks to timeless pieces and a cross-cutting vision of the wardrobe. The brand currently employs more than 40 people worldwide and remains 100% owned by its founder.
With the US now Brut Archives’ largest online market, and New York’s energy an integral part of its DNA, opening a shop in the city was an obvious move. The New York boutique, located at 37A Orchard Street, near Chinatown, offers a total floor area of around 144 square metres, with 74 square metres dedicated to retail space and 70 square metres to logistics. This is the brand’s second boutique worldwide. The brand deliberately distributes its collections exclusively via its official website and its two boutiques, with no wholesale network.
Brut Archives now operates two boutiques worldwide, in Paris and New York. The brand plans to reach turnover of €10 million by the end of 2025, a projection that accompanies the structuring and international expansion of the house.
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