Bryceland’s, it could be said, is your favorite men’s store’s favorite men’s store. Since opening its original Tokyo location in 2016, the shop has earned a cult following among stylists, designers, retailers and other industry insiders drawn to its vintage-inspired designs and relationships with specialist makers.
In all that time Bryceland’s has remained an exclusively Eastern Hemisphere affair, with its second store established in Hong Kong in 2017. But the brand has gone west at last, with the opening of its latest store in London’s Marylebone neighborhood.
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Thanks to its online sales, Bryceland’s had already found a toehold in Great Britain and the Continent: co-founder Ethan Newton says that UK and EU sales have together accounted for about 20 percent of its overall business. He believes that a brick-and-mortar presence will help attract a broader range of clients from the UK and beyond.
“I think Europe should hopefully open that, and maybe get more customers coming in who are not necessarily from the rag trade but are in other industries,” he tells Robb Report.
It’s not difficult to see what drew menswear aficionados to Bryceland’s in the first place. Newton and his fellow cofounder Kenji Cheung are seasoned vintage collectors. This passion is realized across more than a half-dozen house labels that together represent a sort of alternate universe, one where Bryceland’s has been making the good stuff for decades.
For instance, the Cowboy Label draws on American western wear from the 1940s and ‘50s and includes the brand’s best-selling sawtooth western shirt. There’s Black Bean, whose Gurkha shorts, army chinos and safari jackets take inspiration from the sporting culture of the American Northeast (and Newton’s extensive collection of L.L. Bean catalogs). Bryce-Down, meanwhile, picks ups where the outerwear makers of the 1960s