The recent opening of “heritage brand” Filson’s flagship store is yet another indication that Great Jones street in NoHo is fast becoming the second most gilded block in the Western Hemisphere, right after its neighbor Bond Street of course.
Filson’s bourgie reclaimed-wood retail space echoes the design of watch and bike manufacturer Shinola’s flagship store in Tribeca, which has a similar proletariansploitation vibe. Both brands are owned by Tom Kartsotis, one half of the brotherhood that founded the watch company Fossil which generated $3.4 billion in revenue last year.
Much like Shinola’s Detroit-posi marketing, Filson aims to make the “City Adventurer” feel good about spending $300 on a canvas duffel bag. Doing so brings one closer to the toiling classes.
The company’s press release quotes CEO Alan Kirk: “Founded as a rugged working man’s outfitter, it feels right that Filson will be located next to a firehouse.” Gotta wonder how many firemen will actually be walking out of Filson’s doors with $400 flannel coats.
Filson, 40 Great Jones St., bet. Lafayette St. and Bowery; 212-457-3121