A Step Forward and a Walk Through History

ESTABLISHED IN 1818, Brooks Brothers, America’s oldest retailer, returned to its roots with a new flagship store at 195 Broadway in New York’s ever-evolving financial district. The landmark building on the corner of Broadway and Fulton Street was the former headquarters of the American Telephone & Telegraph Company. Designed by architect William Welles Bosworth, the lavishly appointed space offers the perfect setting to showcase Brooks Brothers’ classic sophistication and timeless high-end luxury collections.

Just a few blocks from its original single-store location on Catherine and Cherry Streets, the 10,000-square-foot, two-level flagship welcomes customers into an opulent environment that offers a contemporary application of the building’s historic components while maintaining its architectural integrity and original detailing.

Opened in May, the flagship offers a complete collection of men’s and women’s tailored clothing, including sportswear designed by the label’s Creative Director, Michael Bastian.

Upon entering through the building’s original decorative bronze doorway, customers are welcomed by a majestic colonnade of high-reaching fluted marble columns that accentuate the verticality and grandeur of the space. Adding to the splendor of the environment is series of ornate suspended bronze chandeliers featuring 18 decorative glass bulbs. A traditional coffered ceiling and travertine floor complete the architectural package, providing the perfect setting for the brand’s venerable 207-year-long allure.

Polished bronze detailing throughout includes decorative wall sconces and hang rails that delicately wrap halfway around the building’s marble columns. Linen-covered mannequins in a soft bisque color blend perfectly with the architectural resplendence and bronze appointments while elegantly presenting the label’s renowned collection.

A marble stairwell leads customers to the lower level housing men’s clothing. An aggregate floor, leather club chairs, wood-trimmed walls and bronze lamps and merchandise fixtures create an opulent but comfortable residential feel.

In celebration of its impressive heritage, customers are entertained and educated by a rotating presentation of 200 years of historic artifacts from the Brooks Brothers archive. The most storied display is a replica of the iconic black coat worn by President Abraham Lincoln for his second inauguration. Gifted to the 16th president by Brooks Brothers, the original frock coat featured a silk lining emblazoned with an embroidered eagle holding a pennant in its beak, bearing the words, “One Country, One Destiny.” Unfortunately, this was the same coat that President Lincoln wore on the night of his assassination at Ford’s Theater. While the original coat is still housed at the theater and not shown to the public due to its fragile condition, Brooks Brothers proudly displays this rare replica of Lincoln’s Great Coat. Also included in the display are a 19th-century mirror that was featured in the retailer’s Broadway and Grand Street store during Lincoln’s presidency, and was used frequently for his private fittings.

The new Brooks Brothers flagship is a clear nod to its legacy and an embrace of Americana. Through this grand architectural gesture, Brooks Brothers is propelling its brand and all that it represent into the future.

Photography: Eric Feigenbaum