The umbrella brand may be called Slowear, but they didn't drag their feet when it came to opening their first American store. Expected sometime in September, the small but well-appointed Slowear Store opened its doors a little bit earlier than expected last Saturday, in plenty of time to be prepared for fall shopping. For those unfamiliar with the artisanal brands included, the under the Slowear aegis, they include trouser experts Incotex, knitwear specialists Zanone, tailoring and outerwear maker Monteodro and Glanshirt shirtmaker. Together they represent a dedication to preserve the highest quality and workmanship in Italian apparel manufacturing, and this store represents the first time that they have been collected under one roof in the U.S.
Rather than expanding offerings under each label to form "lifestyle" brands, the companies have been collected together so each one can continually refine its methods and focus on what it does best. Of course, such preservation can lead to beautifully made but boring products. While none of the Slower labels aspire to sparking cutting edge fashion trends —you'll find no androgynous Gucci silk blouses with bows for men there— together they represent that elusive, eclectic and nonchalant style known as sprezzatura. It's that uniquely Italian way of dressing based around classic clothing items put together in unexpected ways with the occasional dash of eccentricity—much easier to describe than to achieve. With that in mind, The Slowear Store is packed with such pieces in sumptuous fabrics. Sure you can find basics there, but perhaps you would rather have a pair of lofty cotton Incotex trousers in a subtle geometric pattern, or perhaps a softly constructed Montedoro jacket in a tweedy tartan.
The shop is designed in the same mode of casual eclecticism by Carlo Donati including a wall of vinyl records and cozy place to sip espresso. Have a look at a few shots of the store from Slowear's Facebook page below, and then plan for some sophisticated Italian updates for your wardrobe.
The Slowear Store 116 Prince Street between Greene & Wooster Streets, SoHo