During a recent GQ party at the Brooks Brothers flatiron store I spent a few minutes snapping pictures of my favorite design elements. And there were tons of them. It can be a massive challenge for iconic brands like Brooks Brothers to stay current, as if anything beyond navy blazers and madras trousers might cause ol’ grandpa to grab the martini shaker. But with the addition of the flatiron store, which opened last fall, Brooks Brothers has passed the cool test with bright flying colors. The store feels younger and fresher, with prep classics now mixed in with fun, sportier, and slimmer fitting clothing. The whole environment is much more laid back and welcoming compared to stores of old. There’s a massive wooden bar in the back, a popcorn machine in the loge and a custom foosball table and beach inspired dressing rooms in the lower level. But make no mistake, this is still country club living, where badminton rackets, croquet mallets and vintage photographs from eras gone by speak to a life of well-dressed privilege.

For such a massive open room, the main level feels warm and welcoming:

A cartoon caption contest waiting to happen:

A stunning wall display that I noticed a week before while driving by in a taxi on 5th.

Little English chaps well on their way to Brooks Brothers immortality:

A sense of timelessness permeates the store:

Creating a lounge like atmosphere removes notions of formality. This is a place to relax, have a whiskey, and shop:

Vintage suitcases mixed in with product:

Badminton rackets, croquet mallets, and an old trunk with books, old and new.

Silver trophy cups set amongst classic American inspired sportswear and an issue of GQ, June 2012.

Super prep:


Category: Fashion, Retail, Top Stores.

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