This week's Thursday Styles features Critical Shopper Jon Caramanica's discovery of Craft Atlantic's Greenwich Avenue boutique in the West Village —no easy task as the shop has been obscured by scaffolding for a good portion of its brief existence. Perhaps apropos of this, our shopper takes a while to get to the meat of his story this week, opening with a breakdown of sorts of the current menswear fascination with humble basics once thought relegated to the gymnasium, simple sneakers, tees and sweats. After dropping the names of a few currently admired practitioners, he finally turns his attention to Craft Atlantic, which he places in the center of this trend, extolling the subtle, travel-inspired details featured on the store's self branded goods.
Our shopper likes it, even if he isn't quite swooning, and is at least sold on the carefully tweaked neckline on a simple tee. "In fact, shopping solely from here may ensure that you don’t stand out at all. Given this, it’s important to remember that the new basics are in actuality a test. Think how easy it is to get credit for flamboyance."
If this doesn't sound like a breathless endorsement, look at it this way: Being a stylish gentleman doesn't mean chasing down every whim of the ever more creative but sometimes ill-advised men's fashion set. The Shophound has been to Craft Atlantic, and we must say that it is the kind of place where the connoisseur will find beautifully detailed basics to admire and buy —they are still the backbone of any well-dressed guy's wardrobe— and also the kind of place where the well-meaning but less confident guy who wants to look up-to-date can rest assured that he can't go too far wrong. Call it a gateway shop for guys who aren't quite ready to navigate slightly more directional stores like Odin or Carson Street Clothiers on their own, playing a vital role in the ongoing effort to get more guys who might otherwise be indifferent to dress better.
Critical Shopper: Craft Atlantic Puts Modesty on Display, With Surprises By Jon Caramanica (NYTimes)
Craft Atlantic 115 Greenwich Avenue at Jane Street, West Village