As one era ends, another begins for Dries Van Noten. While the brand’s namesake, Dries Van Noten, steps down from the brand he founded in 1986, the brand is expanding its presence in the U.S. by opening its first New York boutique. It comes at a time when the inaugural merchandise will be founder Dries’ last men’s collection—the studio designed its women’s Spring 2025 collection—and feels like a melancholy moment for Dries Van Noten-die-hards.
Though judging on the art-filled space displaying more Dries in one place since even its Barney’s heyday, the designer himself and the company ensure that the brand’s beloved look and aesthetic will forge on under creative director, Julian Klausner.
FashionNetwork.com spoke with Axel Keller, president of Dries Van Noten, to mark the occasion.
Keller said the Puig-owned fashion house has long eyed the Big Apple. “New York has always been a key city for Dries Van Noten, both commercially and emotionally. We are fortunate to have incredibly loyal clients here, and this market has consistently shown a deep appreciation for the brand’s storytelling and craftsmanship. Opening a flagship now is not just about retail; it’s about meaningful presence,” he said, noting that the wait was worth it.
“We finally found the right opportunity after searching for nearly 15 years. It was a search that preceded our relationship with Barneys and was a long time coming,” Keller added.
The store sits on Mercer Street near fellow cool fashion brands Khaite, Marni, Proenza Schouler, and Lanvin, as well as the chicest vacuums and HVAC accessories, Dyson. The two-story, 3,530-square-foot space uniquely blends fashion, accessories, and beauty offerings with art.
The concept was initially cemented in its first U.S. stand-alone store in Los Angeles. It opened in October 2020 and established the art-retail connection for the artsy Belgium fashion brand.
“Los Angeles offers a unique environment for experimentation. We opened this store during the pandemic. The space we secured is substantial and allows for an art gallery, a vintage vinyl and listening station, a shoppable archive experience, and other elements that encourage exploration of the diverse sources of inspiration on which our House is built,” Keller explained, assuring that while smaller the Manhattan store will also delight.
“Each city has its own rhythm and energy. So, equally, each store resonates differently to capture their environment, the art and design component, our narrative,” he added.
Past its vast windows with a sky-high ceiling in the entryway of the typical Soho cast-iron building built in 1866, visitors are immediately immersed in the brand’s beauty offerings and accessories. As the space splits off to an intimate salon with women’s ready-to-wear on the right, complete with a sofa, to the left is a narrow passage that serves as a dedicated art gallery with revolving works. Currently on display is a glass sculpture by Simone Crestani X Ioannis Michalou resembling a series of chemistry glass beakers connected by swirling tubes and containing silica aerogel to represent clouds entitled, “SOS Save Our Sky.”
The art and design beyond the clothes doesn’t stop there. Throughout the store is furniture and art primarily from Ben Storms, who created marble consoles, gilded gold room dividers, bronze cast wall décor, and a charming marble coffee table resembling an inflatable pillow.
Other standouts include Gaetano Pesce’s armchair (Nobody’s Perfect Collection), a 90’s model 795 bookcase designed by Carlo Scarpa for Bernini in 1935, and Tracey Emin’s
“The News Is I Love You” from 2021″.
The resulting interior design aesthetic is eclectic, blending styles such as mid-century, modern, touches of orientalism, and even antiquity. Most notable of the latter is a pair of 17th-century paintings, such as one from the English School, Circle of Gilbert Jackson, entitled “Portrait of Sir Richard Broke” (circa 1600–1640). The name is so amusing that one might think the piece is satire.
Surely, the offerings at Dries Van Noten are enough to tempt anyone to earn the moniker broke.
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