Twillory, an innovative menswear brand known for its comfortable formalwear, celebrates the opening of its first flagship store in Cedarhurst, marking a significant expansion from online to physical retail.
Twillory, a revolutionary menswear brand established in 2014, opened its first flagship store on Sunday, March 31, 2023, in Cedarhurst, located at 461 Central Avenue. This new physical location marks a significant expansion for the online-first label, which has earned a reputation for merging performance with formalwear, thereby transforming traditional menswear.
The brand was created by a group of friends and family with extensive experience in the garment industry. Twillory set out on a mission to eliminate the discomfort commonly associated with men’s formal attire, utilizing innovations like four-way stretch, moisture-wicking fabrics, and breathable construction. This approach not only allows men to appear sharp but also to enjoy the comfort typically reserved for casual wear. A key feature of Twillory’s offerings is their capability to withstand regular washing; customers can simply toss their dress pants or suits into the washing machine, eliminating the need for dry cleaning.
The decision to open a physical store in Cedarhurst was influenced by the brand’s founders’ lasting connections to the area and the strong loyalty from local shoppers. Cedarhurst has historical significance, once viewed as a luxury shopping destination that catered to an affluent clientele. Over the years, it had seen a gradual decline in high-end retail options, making Twillory’s presence a notable addition to the revitalization of the Avenue.
During the store’s opening, excitement was palpable as shoppers engaged with the fabrics and products. One co-founder remarked on how the level of support from the community exceeded their expectations, noting that many customers were surprised to learn that Twillory is a local, Jewish-owned brand. Aaron Lauber, the flagship store’s face, emphasized that the innovative culture of Twillory was evident in the customer experience, describing the unique clothing being produced by the brand. His comments highlighted the positive environment fostered throughout the opening process, supported by team member Dovid Neuman, who is affiliated with Camp Simcha’s Chai Lifeline.
Customers were particularly captivated by Twillory’s patent-pending 360° AIR flow fabric, leading to substantial sales, including a case where one shopper purchased nine suits for various family members. The store is also set to introduce personal shopping services whereby customers can book sessions with an in-house stylist, and a custom tailoring option will soon be available, enabling clients to personalize their garments.
The Cedarhurst Twillory location aims to redefine comfortable attire for occasions like Shabbat, where dressing up is part of the observance. Traditional materials often used in clothing for these occasions can be heavy and stifling; however, Twillory’s lightweight and breathable options offer a modern solution. This innovation is seen as not only a practical choice but also a subtle nod to a greater cultural significance regarding the evolution of menswear within the Jewish community.
As Twillory continues to reshape the landscape of men’s fashion, the launch of their Cedarhurst flagship store stands as a testament to the company’s commitment to enhancing the shopping experience while addressing the evolving needs of its customers.
Source: Noah Wire Services
