Should Fashion Stores Sell Cars?

Should Fashion Stores Sell Cars?
Dave Pinter, PSFK
  • 18 february 2009

There’s an ominous new, all black storefront on Lafayette Street near Soho in NYC. Large, dark wood doors are flanked by windows covered in black and white photographic murals lit by giant film-set style lights. Not a sliver of the interior can be seen from the sidewalk but it’s obviously an apparel store, seemingly a clone of Abercrombie & Fitch. But hidden inside is a surprise: one of the most successful racing cars ever produced.

Etiqueta Negra, meaning ‘black label’ or ‘black tie,’ is the leader in the high-end clothing segment in Argentina. It was founded in 2003 by Federico Álvarez Castillo and Juan Cahen d´Anvers both passionate about cars…and polo (their team is currently ranked #1 in Argentina). The label has an alliance with the foundation of Juan Manuel Fangio, who many consider to be the greatest racing driver of all time. Federico has built an extensive collection of vintage cars, motorcycles and automotive memorabilia, much of which are put on display in their stores. The location on Lafayette (the first in the US) features a 1938 Alfa Romeo 158, which Fangio raced. Sadly, to facilitate easier shipping, the engine was left in Argentina.

The car is obviously meant to be an exclamation point on the clothing which ranges from formal suits to casual distressed t-shirts and South American denim. But the inclusion of the car in the store got us wondering if any current auto manufacturers looking for a way to save themselves might not want to try partnering with a fashion label. Might the next new Scion debut at Uniqlo? If we had our way, we’d have bought that Alfa 158 and be out cruising the streets of NYC right now.

Etiqueta Negra
273 Lafayette Street


DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers


Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 29, 2016

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)


Future Of Work
Cultivating The Next Generation Of Leaders

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.