Located in a space that was once used as a set for Boardwalk Empire, Brooklyn-based menswear store Idol is delivering a carefully curated selection of clothes to men with good taste and money.
From its waterfront view and ornamental tin ceiling to the antique wood surfaces and the knotted pine floor, there’s an unassuming simplicity to the interior, which contrasts nicely with the array of badass and eclectic threads. While other outposts pride themselves on adhering to a distinct genre, Idol has gone in the opposite direction; the lack of a fixed aesthetic is perhaps the store’s greatest strength as it offers a diverse variety of styles and labels ranging from the well-known to the up-and-coming.
"Our brand mix distinguishes us from other stores," co-owner Alex Kasavin says via email. "Where else are you going to find a cult artisanal label like Maurizio Amadei in close quarters with a cult streetwear line like Cav Empt? Visvim alongside Deepti? Rick Owens and Human Made? Haider Ackermann and Acronym? I think the appeal for ourselves and our clients is that the store is unpredictable."
Unpredictable, but much more conventional than Kasavin’s previous store, Graymarket—a dead-stock speciality shop he operated from 2012 to 2014 with Idol’s co-owner Wei Du. Once the two men closed Graymarket’s doors, they teamed up with StyleZeitgeist co-founder Daniel Franco to launch a store that offered a much more traditional retail experience. But most of all, they wanted to fill a void.
"All three partners worked together to create the concept which was in equal parts what we personally wanted from a clothing store and what we felt was needed in New York," Kasavin says. "It was important for us to carry the brands that we ourselves wore and respected. Beyond that, we challenged ourselves to broaden our perspective and present brands that were emerging or underrepresented."
Kasavin goes on to explain that he and his business partners look for concept above everything else. Though the clothes are imported from various parts of Europe and Japan, and range from tailored garments to streetwear, they still maintain cohesion through innovative construction, strong silhouettes, and unique prints. Almost every single detail of every single garment is given consideration before it shows up on the store’s shelves. This studied approach is just another component that distinguishes Idol from so many other menswear retailers.
"The buying and selection process for a shop like ours is collaborative by nature. We choose the fabrics, colors, treatments, etc., for many of the items we carry," Kasavin says. "As a result, we often have products or fabrications from brands such as Rick Owens or Yohji Yamamoto that are very limited in edition size or can’t be found elsewhere altogether. With the artisanal brands such as Maurizio Amadei, Guidi, and A1923 (which we are introducing this season) nearly every product is already unique due to the production process and also collaborative in the sense that we designate the fabrication, color, and material."
The hands-on method is not only smart for business, but it also demonstrates the owners’ inherent love for well-made clothes. It’s the kind of dedication that resonates with customers who share a similar passion for style.
"Our clients are independent-minded individuals from all walks of life. Many of them work in fashion," Kasavin explains. "We also get musicians, DJs, visual artists, and other creatives. A surprising number of women shop with us as well."
You can check out Idol at 101 Metropolitan Ave. in Williamsburg. If you’re outside the NYC area, you can shop Idol’s inventory at its online store.
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