After its original Grand Street location in New York City closed during the COVID-19 pandemic, Rowing Blazers has opened the doors to its new NYC flagship on Rivington Street in Manhattan. The Jack Carlson-founded updated preppy brand has settled into its new 1,250-square-foot home in its hometown in the Lower East Side space that formerly housed Freemans Sporting Club.
Exposed ceiling beams in dark wood, and red and white-washed brick walls surround the wood cash wrap, a portion of which features a glass case to hold some of the retailer’s rare and unique items. These precious pieces include a vintage copy of the Official Preppy Handbook, in addition to watchbands and preloved timepieces from names such as Seiko and the Heuer brand prior to its Tag Group acquisition.
A wood floor leads through the retail space, with vintage area rugs strategically placed to evoke the rich design of an East Coast members-only club. This space, however, remains true to the brand’s mission of redefining prep style as more inclusive as it courts discerning Gen Z consumers. Rowing Blazers’ flagship honors the elements of the prep style evolution, such as its adoption into streetwear and hip-hop, while also mocking the more pretentious side of traditional preppy culture.
Contemporary art shown throughout the store adds to the inclusive expansion of Rowing Blazers’ prep style. Within the store, visitors will discover works from artists such as Brian Nash, Donald Robertson, Jonas Wood and Julian Pace.
Customers will find pieces from Rowing Blazers, in addition to other labels such as Warm & Wonderful, Arthur Ashe and Gyles & George. Known for its carefully selected luxury vintage clothing, accessories, magazines and books, Rowing Blazers also features in its new shop pieces such as 1980s collegiate sweatshirts, Lehman Brothers banker bags, Rolex sailing-inspired pieces and copies of Japan’s Free & Easy magazine, in addition to a pair of original Georgetown Nike Terminators.
“Opening this store marks the beginning of a new chapter for Rowing Blazers as a brand,” said Carlson in a statement. “But it’s also a continuation of how we started five years ago. The reception we had when we opened our first pop-up on the same block several years ago blew me away. Most of all, I’m excited to begin hosting our launch events again. They had become a staple in the community.”
