It’s kind of ironic that it was during those solitary COVID lockdowns that Telfar exploded in popularity. Though its iconic shopping bag was already reaching cult status, the pandemic-born Bag Security Program allowed customers to pre-order accessories to avoid selling out, and before you knew everyone was buying in while sitting at home. It was an odd moment, though – Telfar Clemens founded Telfar on an ethos of inclusivity and community, so it was strange that the brand would enter its imperial phase when communing was not an option. That’s why moments like this weekend – the unveiling of Telfar’s first ever brick-and-mortar store – felt even more fun, and finally gave the Telfar community a solid base to call home.
On Saturday, a 2,000-strong crowd descended on the grand opening of Telfar’s permanent NYC flagship, a 10,000 square foot premise located at the frenetic intersection of Canal & Broadway. Described by the brand as “half retail boutique and half public access television studio”, the space is truly community focused: fans can broadcast their own videos via a giant floor-to-ceiling LED screen at the store’s entrance, there’s a Bag Bar to shop the latest drops, and there’s a broadcast desk for uncensored news and live community radio. “This is a home for a brand which has been a collaboration with millions of people,” said Telfar. “This space is a gift to them. It’s something they can use — a space where they can kick it – a space where they can create – built for more than just a financial exchange.”
And, as you would expect from the community that surrounds this brand, every single person put their best foot forward style-wise, maintaining NYC’s rep as one of the coolest cities in the world. Of course, the brand on everyone’s back was Telfar, with punters arriving in Mr Clemens hemmed together hoodies, slick one-piece tracksuits, and an ‘I love NY’ t-shirt whose heart symbol had been swapped out for the Telfar insignia. Elsewhere, there were people rocking the Telfar x Ugg collab, a faceless figure in grey Telfar sweats, but – most of all – the bags had taken over, in every shape and size, and every colour you could imagine. Rather than a flash in the pan, pandemic trend, Telfar has established itself as a lasting fashion force, and its new permanent home is a testament to that longevity.
Scroll through the gallery above to see all the street style shots from the night.