Luxury active-and knitwear label TWENTY Montréal is embarking on a new chapter with the launch of its first brick-and-mortar store in SoHo, New York.
Rain or shine, it was a star-studded night at the grand opening of the brand’s first-ever retail store on Thursday, September 23rd!
Supermodel Shanina Shaik stepped out wearing the brand's black, knit maxi dress to celebrate the opening night alongside TWENTY Montréal founder and designer David Helwani.
Shanina was styled by our homegirl, Zoe Gofman, and her hair was made up by the ever so fabulous Mitchell Ramazon.
If you love Shanina's earrings, they are Jackie Mack Designs!
Other notable guests included Chanel Iman, Utah Jazz player Rudy Gay (who also DJed!), and rapper Jim Jones.
NBA Star Rudy Gay kept the party grooving with an exclusive DJ set that VIPS were jamming out to.
Guests enjoyed delicious Loverboy cocktails and the first chance to shop the luxury active-and-knitwear label’s best-selling pieces in person!
The 1,400 square foot space features the Montréal-born brand’s latest men’s and women’s collections, an exclusive restock of their best-selling Hyper Reality KnitTM loungewear and sold-out patterns of the world’s first 3D ActivewearTM sportswear.
David Helwani has cultivated the space to be an immersive retail experience unlike ever before.
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Elements include custom collection displays, gallery exhibits from local NYC artists, exclusive brand collaborations, and a coffee nook for customers, creators, and collaborators to enjoy while visiting the store.
“I was born and raised in Montréal and have spent my last twenty years living in New York - the last seven of which have been in SoHo, specifically,” explains Helwani.
“I’ve always aspired to live and work in the defining area where style seems as effortless as its iconic surroundings.”
Following an unprecedented time for the fashion and retail industry, the brand’s first foray into brick-and-mortar marks a hopeful and promising moment for TWENTY as well as other local retailers.
“After the hardships we have endured over the last year and a half, I was compelled to be a part of bringing my adopted city back and to showcase the incomparable resilience of New York -- that we are stronger than ever. Opening a store in New York City has always been a goal of mine, but SoHo has always been the dream. We’re here!” Helwani.
Located at 242 Lafayette Street in SoHo, NYC, the TWENTY flagship store is open to the public as of September 20th, 2021.
Photography by: Sam Wallander
