
It takes a lot of guts to open a new men’s store nowadays. With fast trends, copycat competitors, and the ease of online comparison shopping, it’s just harder and harder to build customer loyalty. When I spoke to George Wang about this last year, on the eve of him opening BRIO in Beijing, he said he hoped his taste would help set him apart. And it’s true – many of the best boutiques are a cut above thanks to the owner’s high-level of taste. See the late Wilkes Bashford, Charlie Davidson of The Andover Shop, and Mark Cho and Alan See of The Armoury.
This month, a man who has been inspiring others for years will be opening his own shop. Ethan Newton – who has worked everywhere from Evisu to The Armoury to Ralph Lauren – will be opening Bryceland’s in Japan with his business partner Kenji Cheung. The store’s name is taken from Ethan’s family. “Bryceland is my mother’s maiden name,” Ethan told me. “There aren’t any more males on that side of the family to carry it forward, so I decided to honor it by using it for my business.”
When I talked to Ethan about his shop back in October, he described it as Ivy, although he meant it more in approach than aesthetics. “When I first started studying tailoring, I realized there are certain products that are just perfect in design – whether it’s a Zippo lighter or a blue blazer or a Buco J-24 jacket. Basically things that are made right and don’t need to improved on, they are as they should be. I think a lot of Ivy stuff embodies that – the perfect grey flannel suit, the perfect tweed jacket. I want a business that revolves around that spirit.”
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