Velvet by Graham & Spencer Opens Relocated NY Store

Velvet by Graham & Spencer (Los Angeles) has opened a newly relocated boutique in New York’s Nolita neighborhood. Previously at Prince and Elizabeth streets, Velvet’s new home at 282 Lafayette St. places the brand in proximity to such high-profile retail neighbors as La Cabra, Sant Ambroeus, Carhartt WIP and New York or Nowhere, its owners note.

“Our East Coast presence has always been important to us, and we’re excited to have found our new home on Lafayette Street,” notes CEO Henry Hirschowitz. “Nolita embodies the kind of dynamic, trendsetting environment that aligns perfectly with our brand ethos of laid-back, sophisticated style. We look forward to welcoming both longtime fans and new customers to experience Velvet in this fresh and inspiring space.”

The boutique’s design mirrors Velvet’s signature aesthetic, blending California cool with Nolita’s urban sophistication. The space is bright, airy and inviting, with minimalist décor and natural elements that evoke the brand’s roots in modern California fashion, project backers say. Shoppers can explore womenswear, menswear and the Velvet by Jenny Graham line.

Founded in 1997, Velvet by Graham & Spencer began as a line of luxe T-shirts and has since evolved into a full lifestyle brand. In addition to its New York locale, the brand has eight other stores total in California, Texas and Washington state.