Sloane Street is playing host to yet another flagship store; this time in the form of New York’s chic and trendy, Rag & Bone.
The flagship store, strikingly situated on the corner of Sloane Street and Sloane Square is split across two levels and will stock women and mens collections, as well as a range of accessories and the brand’s signature denim pieces. The interior design of the new store complements the architecture of the Victorian-era perfectly, despite having taken inspiration from Rag & Bone’s New York flagship boutique. Exposed brickwork and brass features, as well as a bespoke forged cast iron staircase, beg to be transported back to the quaint streets of Manhattan’s Lower West Side, yet it all fits in perfectly in the elegant surroundings of Chelsea.
Rag & Bone are clearly striving to appeal to British fashionistas, or at least striving to infiltrate their brand with even more British influence than it already prides itself on. The launch of the London-based Rag & Bone flagship store has coincided with the brand’s first ever advertising campaign, featuring none other than the quintessentially British sweetheart, Kate Moss. Managing partner David Neville said: “Rag & Bone is essentially a New York brand but our collections have always been influenced by our British roots, so it made total sense for us to open our first European flagship store in our hometown. London has always been a very exciting place in the fashion industry, now more so than ever.”
Founded in 2002 by two entrepreneurial Englishmen, Rag & Bone’s heritage is a simple one: to make clothes that the founders and their friends would want to wear everyday and, with no formal training in fashion, co-founders Marcus Wainwright and David Neville set about learning to make jeans. Each season Rag & Bone seeks out the most progressive and classic fabrics, successfully endeavouring to create a novel collection whilst still remaining effortlessly timeless.
Rag & Bone, 13-14 Sloane Square, London SW1
Words by Rebecca Atherton – 2/8/12
