With a whopping 25 percent of the stores on Bleecker Street sitting empty, could affordable cashmere bring the charming West Village retail destination back to life? Today, Naadam, the cashmere brand founded three years ago by Matt Scanlan and Diederik Rijsemus opens doors at 392 Bleecker Street. The location, most recently belonging to Everlane’s cashmere cabin pop-up and children’s retailer Bonpoint, is right next to Cynthia Rowley’s longtime boutique.
The store features decorative clouds constructed of cashmere hung from the ceiling and pays homage to the Gobi desert where the cashmere is sourced. An experiential factor on the premises allows customers to put on a VR headset to experience not only where the materials are made but the people who made them in Mongolia. The store also features a combination of diagrams, photography, and tools such as shears and combs in display cases as a tactile “touch point” moment to feel cashmere at different stages in its life cycle.
Another attraction to woo in customers is the debut of their 100% cashmere “The Essential $75 Sweater” available for men and women in nine colors. (The most expensive sweater at the store is $225.00.)
Naadam is looking to make an even larger imprint in New York City with another Nolita location slated to open in late October. Bring it on!