A few weeks ago, I had the best time I've ever had visiting a new store. Was it the merchandise (insanely great men's dress shirts)? Was it the ambiance (a sleek purple-walled boutique in Soho)? Was it the owner (the friendly and super knowledgeable Brian Guttman)? Perhaps it was all three, plus that "unknown" factor that makes a brand approachable, attractive and successful. Either way, I was going to start this article off with "Boys, this one's for you" but in reality, this is a lifestyle shopping destination that women will enjoy just as much as the men!
Jeremy Argyle (derived from owner Brian Guttman's middle name and the street he grew up on in Montreal) is hands-down my new favorite line of men's dress shirts. With 36 styles at any given time and a new look debuting each week, Brian knew it was important when you only do one thing to "always present new product so our regular customers would always find something new when they came in the store." And with so many fabrics and prints to choose from...heavy cottons to summer-appropriate weights...stripes, checks, plaids and tiny tonal dots...in noticeable-but-never-loud shades of purple, pink, grass green, and various blues and whites...everyone is guaranteed to find (more than) one they love!
And there's more. Really. Prices range from $128 to $142. And when you factor in the adorable details like cuffs lined with their signature purple that shows when you roll up the sleeves, to the unexpected square buttons, the prices seem even more incredible. Coming from a prominent fashion family in Canada, Brian knew how much hard work it would be to create this line and store, but was determined to "have the brand well-positioned when the economy comes out of this rough patch." He also "learned that it is important to be hands-on in every step but also create a company culture that encourages everyone to be creative and incorporates the valuable opinions of everyone who is instrumental in the design and manufacturing process." Working alonside Parsons grad Jeana James on the design, Brian has created what I think is the perfect modern men's dress shirt.
"FINALLY! A store dedicated solely to men's button-ups that aren't overly embroidered or wrapped in plastic so when you unwrap it, you realize it fits in the neck and arms but everywhere else is 5 times too big. I prefer their fitted style, but if you like your shirts a little more loose, they have a comfort style as well."
"Jeremy Argyle shirts hit the mark with any man out there. The variety of patterns are perfect or work and/or play, and can be dressed up or down. And the fabrics are light and breatheable (perfect for a NYC summer!)."
On those unexpected details...
"Each style is personalized with special details. The square buttons on the cuff of each shirt are a perfect conversation starter!"
On the store...
"The store is designed for quick stress-free shopping. Walk in, find your fit, then pick your patterns. It couldn't be easier!"
From a woman's point of view, obviously I was most impressed with the design and fabrics, but also understand that the "stress-free shopping" concept is so important for most men! And from a stylist's point-of-view, I want to pair these versatile shirts with everything from jeans for an night out, to a suit for an important meeting. I should also point out that while the shirts are sized in Small, Medium, Large and X-Large, they are completely true-to-size and beautifully fitted...not too tight, not at all over-sized. Just exactly modern and flattering (and what woman doesn't love seeing a guy in a great-fitting shirt?!). And the fact that Jeremy Argyle does one thing and does it amazingly well makes for an ideal shopping experience. Lastly, these shirts are not for 28-year-olds only...Brian mentioned the importance of appealing to "customers from their early twenties to late baby boomers...[which is why] we offer a great variety of designs..."
So whether you're a man browsing on his own or a woman buying a gift, this is the one destination you have to visit...I promise you'll be back over and over again...
You can visit the Jeremy Argyle store in person at 160 Spring Street between West Broadway & Wooster in Soho, or online at www.jeremyargyle.com.