SCHOTT CELEBRATES 110 YEARS WITH A NEW STORE AND PARTY
Few brands can tout a century in existence, so to reach that, plus a decade, deserves something special to mark the occasion. Schott NYC Chief Operating Officer Jason Schott decided that opening a new retail flagship in downtown New York City was the perfect thing. The store, a former art gallery at 32 Howard Street, features 2,400 feet of retail space that just about doubles the brand’s former location on Elizabeth Street.
Schott embraced the heritage of its new Soho neighborhood and the space, which was a former art gallery, by putting some of its extensive archive collection on display as well as opening with an artist in residence, who will rotate on a regular basis every few months. The first artist featured is Eleanor Voorhees, and Schott will be hosting an in-store event for her on November 9th.
Store decor includes a hand-upholstered couch, the frame of which Schott NYC Design Director, Charles Edmundson, found on Facebook marketplace and was only able to purchase when he told the seller where it was going, the piece had been in the family for generations and the original owner wanted to know it would have an appropriate second life. The upholstery is made from patchwork leather scraps collected by Edmundson off the Union, NJ factory floor that he then pieced together and used to cover the couch: Talk about sustainability.
The larger footprint allows Schott to show that the brand consists of more than its iconic outerwear, giving prime real estate to sportswear, shoes, and a few carefully selected third-party brands, which round the heritage brand out into a full lifestyle collection.
Entry to the new Schott NYC flagship at 32 Howard Street
To celebrate the anniversary and give a sneak peek at the new store, last week Schott opened the doors to friends, family, press, and influencers, they lucked out when the rain stopped and cool winds brought out the first cool day of the fall season allowing partygoers to wear their favorite Schott jackets, of which the Perfecto was the crowd favorite.
The party was sponsored by Hudson Whiskey, Belle Glos Wine, and Coney Island Brewery and featured DJ Isaac spinning tunes.
