If you had called 877-SEXY-BAG (printed on store associate tees) and held up the phone at Saturday’s Telfar store launch, the answering sound would’ve been a cacophony of celebratory fan chatter, appearances from a bevy of musical talent, and the live narration of the brand’s classic Telfar TV operation.
Telfar has arrived in SoHo with an in-person brand manifestation that combines multiple operations in one: storefront, fashion week stage, content studio, and immersive brick-and-mortar extension of their energized universe.
“This is the place where you’ll experience all of the new collections first, and where the runway shows will be held. There’s always going to be something new, and it’s going to work in a different way to what the fashion cycle is right now,” founder Telfar Clemens shared at the launch.
The event was attended by a range of the brand’s friends and supporters from the world of entertainment. Lil Kim, Teezo Touchdown, Ts Madison, Maiya The Don, Muni Long, and Rah Digga all passed through, as did the New York Liberty s Ellie the Elephant.
In an expansive range of the house s hats, coats, track pants, skirts, a referential White Castle collaboration beanie, and, of course, inimitable bags across colorways and styles, Telfar’s longtime cult following showed out in stylish force to celebrate.
Weaving through the store with manager Demi Washington, it quickly became clear that the location will double as an opportunity to build on the brand’s identity in real-time. Model-esque sales employees wore branded outfits and guided consumers through their purchases, while progressive waves of visitors observed and chatted on couches in front of the Telfar TV studio.
“We’re really looking for that old school New York energy, where you can loiter and just hang out. That’s what we’re trying to do and achieve. I want clients to walk away and feel wowed,” Washington explained.
In a sweet-meets-sensational end of the festivities, Lil’ Kim made a surprise appearance in full Telfar regalia. As Clemens and the artist clung to each other on the Telfar TV stage, surveying the room from the center of it all, the credo of the day came into full focus: energized, jubilant, and bracing for an exciting future.
“I am so proud of you boo, and I want you all to have fun. Give it up for my bestie!” the artist exclaimed, as the crowd applauded.