Downtown Retail Innovators Behind Odin Launch New Concept Store

This Friday Eddy Chai and Paul Birardi, the brains behind Odin in NYC, launched a new boutique with an interesting twist: they’re only carrying one label at a time and totally gutting the stock every six weeks.

Odin’s momentum has been picking up since the opening of their second location on Lafayette, and the consistent introduction of international brands on the cusp of making it big stateside.  Alongside the two Odins and Oliver Spencer, Den makes the fourth in a lineage of iconoclastic retail experiences. 

Cool Hunting sat down with the guys:

Den will only carry one designer at a time for a four to six week
period. This challenges us to keep creating a new space with each
designer.
Logistically however, it allows us to really bring in a range of a
designer’s
collection that you might not be able to do in a multi-brand store. For
example, Den allows us to show that Cheap Monday, which we are opening
the store with, is much more than skinny jeans. Some people don’t know
that they offer a full line of great clothing including shirts, pants,
and shoes. Bringing in one designer at a time also lends itself to
unique and limited edition pieces that will only be found at Den and
sometimes designed specifically for the collection.

This fluid inventory concept sounds promising; by carrying the entire line (and sister brands) a given designer has to offer, Den’s the first store to take curatorship to the all inclusive level.  Opening Ceremony, and many other boutiques city-wide, have housed guest brands before, but no one’s entirely dedicated a retail space (or formed such cohesive partnerships) with foreign or up-and coming brands in this way.  Good idea, and good luck boys.

Update: Stopped by the store (it’s right next to the Odin on 11th st) and the place is very cozy; Cheap Monday denim all over the walls and on every possible surface, racks of outwear from all the company’s various other lines, and a plethora of other gear/accessories (kicks too, canvas chukkas).  Expect to see Odin’s own line hit the space sale style in 6 weeks.

Upcoming Brands:

Tim Hamilton
Robert Gellar of Cloak
Karen Walker
Rag & Bone.