Contemporary clothier Vince, founded in 2002, has just relaunched its website with fresh content. Customers can now scroll through a “Neighborhoods” tab for a guide to what to wear, and where to wear it, in the areas surrounding Vince’s 28 retail stores worldwide.
Four neighborhoods are featured online so far, sorted by street name: Melrose Place in Los Angeles, East Oak Street in Chicago, Madison Avenue on the Upper East Side, and Mercer Street in Soho. Pictures of local scenery and landmarks accompany small descriptions that capture the essence of each area. A new neighborhood guide will be added to the site each month.
In the Mercer Street (Soho) guide, Vince proposes you “Stay off the beaten path to discover hidden gems worth exploring.” It suggests head-to-toe looks (for him and her) to wear while brunching at Jack’s Wife Freda, strolling down Mott Street, and enjoying a cocktail at the Crosby Bar. Jumpsuits, cuffed sweatpants, and motorcycle jackets are among the selections.
For Madison Avenue (Upper East Side), the website advises a slightly more tailored look: blazers, peep-toe booties, and silk tanks, while you “Rediscover the classic culture of uptown- from modern museums to sun-lit parks.” The UES activities include attending an opening at Gagosian Gallery, imbibing at JBird Cocktails, and having a burger at J.G. Melon.
In recent years, Vince has established itself as a go-to brand for the modern working world. Its designs are comparable to the classic aesthetic of Theory, but with more of an Alexander Wang-esque edge. Everything is made from high-quality fabrics; cashmere, leather, denim, and silk dominate.
In the age of smart phones and social media, retailers are striving to brand themselves as more than just clothing companies; they want to project the image of a certain lifestyle as well. With their new website, Vince is on-trend and ahead of the curve.