Menswear brand Todd Snyder, now part of American Eagle Outfitters’ stable, will open its first U.S. store at 60 Madison Avenue, a neoclassical building near Madison Square park, in a bustling area of midtown across from the Flatiron building, the Wall Street Journal reports.
The store will open in October and feature some aspects of one of Snyder’s popular stores in Tokyo, which includes a tailor shop, a barber, and a whiskey bar, according to the Journal.
In an interview last year, after the announcement of American Eagle’s purchase and American Eagle's planned New York store for him, Snyder told GQ magazine: “I want it to be the ultimate store for a man. I want to make a place that’s approachable with good price points and things, like our collaboration with Rocky Mountain Featherbed, that are going to make us more unique, more competitive.”
While his most ardent fans may be found in Japan at the moment, Todd Snyder is a quintessentially American designer, with, put simply, an American style. He is known to blend a low-key approach and disregard rules, always with good fit and attention to detail.
American Eagles’ acquisition of Snyder’s business bodes well for both parties. It’s always helpful to a designer to have corporate backing, and American Eagle will be able to attract higher spending, higher fashion-minded men while maintaining the “American” in its name.
“It’s really our type of look, the American styling,” Jay Schottenstein, American Eagle’s chairman and interim chief executive, said in a statement last year.
The Iowa born and bred Snyder spent time as a designer at J. Crew and his work was described by GQ, who named him one of America’s best new designers in 2012, as fitting for “the guy who wears a jacket and tie because he wants to, not because he has to.”
The move helps the American Eagle attract a wider clientele beyond its traditional teenage customer who, frankly, doesn’t have the kind of money older shoppers do.
That has been tough for the entire teenage-apparel space in general, which has had a hard time getting teens to look up from their phones. (Literally: young people these days are saving up for new phones and other high-priced tech rather than splurging on clothes.) Competition from fast-fashion retailers like H&M and Forever 21 is also hurting American Eagle, as teens begin to crave more in-style and unique clothing.
The acquisition also includes Snyder’s Tailgate brand, a nostalgic line of vintage-like sports and pop-culture-themed apparel like old high school sweatshirts and letter jackets, Evil Knievel T-shirts, and Star Wars-wear. American Eagle says it would like to open some 200 Tailgate stores at U.S. college campuses.