Located at New York City’s 123 Grand Street, SoHo, Naked & Famous Denim Soho is one of the trendiest locales for urban fashion finds with the building being a protected New York City landmark, attracting shoppers from around the world.
With plenty of old-world SoHo heritage to inspire them, CRÈME supplemented the natural beauty by juxtaposing it with inspiration from unique denim creations. Using Japanese selvedge denim, CRÈME turned every possible surface into a display, such as the indigo-dyed countertops, a floor-to-ceiling installation of vintage jeans, and even denim floor tiles.
With a 10ft wide neon sign of a nude blonde pop-art model locally made in Brooklyn, the storefront allows shoppers to view the shop’s newest seasonal collection. One of the first things shoppers can see when entering the store are the 100% cotton denim floors, resulting from a collaboration with the largest denim mill and the oldest tile company in Japan. Like denim jeans, the floor will wear naturally as CRÈME - known for their indigo-dyed furniture - used the natural dyeing technique to create a ‘butcher block’ countertop with different degrees of saturation to complement the floor.
The east wall was converted into a mural of wearable art that features the floor-to-ceiling installation of jeans personally worn by customers. The western wall, however, contains folded denim jeans and two genuine antique Putnam rolling ladders. The owner’s 50s and 70s blue-printed Japense comic book pages were installed as wallpaper to match the vintage theme. Finally, a hidden door can be accessed by pulling on a kokeshi, an antique wooden Japanese doll, to reveal a storage room.
CRÈME have made the design of Naked & Famous Denim SoHo unique and vintage in an impressive way.
Founded by Jun Aizaki, CRÈME are based on the idea that all design challenges require the same problem-solving approach, no matter how big or small. To find out more, click here.