Interview: Chris Green, the Men's Buyer for East Dane, Speaks on Buying Strategy, Amazon, and Standout Brands This Season

Chris Green, the men's buyer for East Dane, imparts wisdom on what it's like working for one of the best stores out right now.

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Image via Complex Original
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If East Dane isn't bookmarked as your go-to store when payday rolls around or you come into that birthday money come-up, then you're blowing it. The online shop, which consistently puts together dope shoppable editorials, launched in the fall of 2013, and very quickly put together a roster of brands that rivals any other destination out there. A big part of that? Buyer Chris Green, who came to East Dane by way of Need Supply Co. and Club Monaco. We caught up with Green to chop it up about the strategy that goes into buying a season's worth of clothing, why East Dane is flourishing, and what he's most looking forward to this season.

Can you give a little background on yourself, and how you ended up at East Dane?
I was the buyer at Need Supply Co. in Virginia for some time and I really wanted to be closer to the industry. When I was given the opportunity to move to New York and work with Aaron Levine and Kurt Hoffman over at Club Monaco I jumped at the chance. Before I left Virginia, I had been in touch with Stephanie Park, the DMM at East Dane. We kept in touch over the year, and in late December things just fell into place.

For the unfamiliar, what exactly does being a men's buyer entail?
Being a men’s buyer is fascinating. There is a great deal of number crunching and analytics, as well as having the ability to curate what you hope is the best assortment from thousands of brands and styles.

What sort of strategy do you have to undertake to perform your job well?
Keeping an open mind in regards to brands and products is essential to having a successful assortment. I don’t make it about myself, but about the product. In the end, I am looking to provide the best of what is out there for our guys. I try to find a balance between the analytical and emotional side of buying.

How would you describe your personal style, and does that carry over at all into the buying you do for East Dane? 
My personal style is simple and straightforward and isn’t over complicated or high fashion. There are some elements of my style that can be seen when I buy for East Dane, but I am buying for our customer so I have to be sure to meet his needs.

Can you explain how you approach each buying season?
I truly get excited for each new buying season. It gives me the opportunity to look into the future and see what is on the horizon in terms of men’s fashion. When preparing for market, I look at the business history to see what worked and what didn’t from the prior season. The goal is to try and fill holes we missed as well as strive for a bit of the unexpected.

What's a brand that you felt like you really discovered that was untapped until then?
“Discovered” is a very dangerous term. The Internet, and particularly social media, has really ignited the men’s contemporary fashion world. It is a great platform for smaller brands to get themselves out there and gain exposure. That being said, I have been fortunate to be able to work with some of these newer brands and watch them grow over the years.

Shoppable editorials at East Dane

East Dane started up in an already-crowded marketplace. What are you and the store doing to separate it from the rest of the pack?
We are trying to make it easier for our guys to find what they want through a straightforward and thoughtful approach to men’s fashion. We also focus on the details that distinguish male shoppers—for example, we include two pieces of packing tape in each shipment to make returns that much easier because we know men are less likely to return a purchase just because they don’t have the tools.

Most stores struggle to land really coveted labels when they first start up, but for such a young store East Dane has a solid brand roster of some of the most sought-after gear. Why do you think that is?  
We are very passionate here at East Dane. Our team is small, but we are extremely dedicated to our vendors as well as our customers. I really think our drive translates when we meet with brands, they know we will do everything we can to make sure they are well represented and to also reach the customer in a meaningful way.

The roster list is also really diverse. How would you describe the direction that East Dane takes each season?
Initially, East Dane launched with a wide view, a bit of everything for everyone. As we continue to learn and grow, we are discovering what our customer wants, so we are tailoring our assortment to meet those needs. As far as seasonal direction, we are constantly analyzing the marketplace and searching for what’s next.

Can you speak on being a business owned by Amazon? How does that enable your buying process or affect it in any way?
Amazon is our parent company, but East Dane, just like our sister site Shopbop, is really its own destination. We buy for our specific customer, and we will continue to do that. Just like any shop, if the consumer wants something, we are going to try and give it to them.

What label are you most excited for in spring/summer 2014? What about fall/winter 2014?
I get to see so many designers who are working hard to execute their vision that picking one is difficult. I am excited for our summer delivery fromGitman Vintage; we have a great assortment of fun short sleeve shirts as well as some popovers. Han Kjobenhavn’s denim is excellent and a personal favorite of mine.  For fall, Still Good, P.A.M.,CWST, and Brooklyn Tailors look great. Overall, I am looking forward to the future seasons here at East Dane; it’s going to be pretty special.

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