Brooks Brothers Flatiron: Not Your Daddy's Brooks Brothers

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Back in April, Brooks Brothers signed a lease for a spot in Flatiron, and we heard that the brand was looking to fill it with "more youth-oriented apparel" when it opens later this fall. But WWD goes so far as to call it a concept store, and says that it will "cater to college students and young professionals." Because now that Club Monaco is going all J.Crew on us, somebody's got to pick up the slack.

But it won't be too young professional. Chief Merchandising Officer Lou Amendola says that the focus will actually be on sporstwear, and that "you won't find a shirt-and-tie wall here." Instead, what you will find is exposed brick, antique furniture, and slim-fitting sportswear called the University collection. And just in case you haven't gotten the hint that the new Brooks is for kids, there will also be vintage video games and free WiFi inside, so go on and let loose while picking up a few of them polos. Compare that to the CNBC that usually plays at the Madison Avenue store, and you'd have to agree with Amendola, who says that the extra amenities "adds to that younger vibe and retro feel."
· Brooks Brothers Targets Younger Consumers With New Flatiron Store [WWD]
· Brooks Brothers to Open in Flatiron [Racked NY]