by Stephen Garner
Drawing of the Grayers pop-up

Menswear brand Grayers will be opening its first freestanding pop-up store in New York City.

Located at 304 Bleecker Street in the West Village, the 1,500-square-foot pop-up aims to bring the personality and world of Grayers to life for the first time alongside its entire collection.

The store will be stocked with the autumn/winter 2017 collection which takes inspiration from American photographer and painter Saul Leiter’s work in the 1940s and 1950s. The collection embraces the artist’s color palette and embodies his spirit and unique way of framing events and interpreting the rhythm and flow of life in Manhattan. Old world European style is mixed with American ruggedness for modern takes on classic pieces. A sweater knit jacket, a fleece knit blazer, and an unconstructed moleskin or stretch twill blazer are unconventionally conventional.

Additionally, Grayers’ current collaborations – including a wool flannel tech travel kit with Baxter of California, a limited edition, hand-made city pack with winter session, and limited edition wool flannel sneakers with SeaVees – will all be available in-store alongside holiday gifts curated and crafted especially for Grayers’ holiday gift guide.

This year has been a year of exceptional growth for Grayers. In addition to launching its first ever New York City pop-up, the brand was part of several other multi-brand pop-ups this year in Nantucket, Charleston, and in a vintage Airstream in Washington, D.C.

Its e-commerce business is on track to triple this year. And the Grayers brand is now sold in over 250 points of sale nationwide from leading men’s specialty stores such as Stag Provisions, Article Menswear, and MartinPatrick3, to top trunk and subscription services, and Nordstrom.

“We’ve been looking for locations in New York City, and the timing was right to take the brand to the next level in an iconic area that resonates with Grayers,” said Peter Georgiou, founder of Grayers. “About the time Bleecker Street saw the rise of bohemian New York and the offbeat, unscripted ways of that generation, the young gentlemen at Oxford and Cambridge were ditching their outdated three-piece flannel suits for gray flannel trousers or ‘Grayers’, which was considered radical at the time.”