When designer Todd Snyder's City Gym shop ended its brief run in NoLita about a year and a half ago, we were promised that a more permanent showcase for the designer was on the way. It's been quite a wait, but Snyder is finally making his bid for the MVP role in the bumper crop of American menswear designers who have emerged in New York over the past decade. The Todd Snyder NYC Flagship store finally opened on the northern edge of Madison Square Park last week featuring the full breadth of the designer's offerings plus a host of collaborations that almost make the new store seem like a multi-brand affair. While a few features like the in-store barber shop and café are still awaiting finishing touches, there is still plenty for Snyder fans to appreciate including a full Moscot optical counter and an impressive shoe assortment featuring exclusive styles from beloved brands like Crockett & Jones, Alden, Grenson and Tricker's to name a few.
Of course, this isn't Snyder's first big boutique. Even before opening the City Gym shop, Snyder launched his Townhouse store in Tokyo where his sophisticated take on classic sportswear found an enthusiastic customer base. This, however, is his first major retail statement in his home town. it is, in part, a result of new investment in the Todd Snyder brand by American Eagle. While AE was attracted by the more casual Tailgate brand also created by Snyder, the designer's signature collection now gets a hefty collateral boost that can potentially elevate it to a new level. It's great for a designer to have a rack or two in Bergdorf's, Neiman Marcus or Saks, but nothing beats having an entire store to show the full expression of a brand and raise a designer's profile. Snyder's clothes aren't avant-garde or outlandish. They don't necessarily jump out at you when they are mixed in with the rest of a department store's offerings, but stock an entire store with them, and their appeal increases exponentially. Add some tasty accessories and collaboration items to cover whatever he can't yet produce under the main brand plus a personable and professional staff, and you have the formula for a big brand boost just a stone's throw from one of Manhattan's burgeoning neighborhoods. The store is off to a promising start just in time for the Holiday season, and if it fulfills it's potential, you should be seeing Todd Snyder on a faster track to the big leagues.
Todd Snyder NYC Flagship Store now open at 23 East 26th Street/25 Madison Square North, NoMad.