The first Paper Planes permanent, brick & mortar store located at 252 Lafayette Street in Soho, New York City is now open!The store will feature a robust program of events kicking off this Wednesday, October 11th from 5 PM to 7 PM with the Vic Mensa in store appearance in celebration of his second album VICTOR. Customers will be able to meet Vic and purchase the limited vinyl of the album and the collaborative snapback hat. Vic will also sign these items for customers.Customers can RSVP for the event here: http://planes.lnk.to/VICTORInStore
Source: Paper Planes – Greatness Is A Process | Lifestyle + Apparel
Paper Planes isn’t often mentioned in circles covering streetwear. Star power does not lend itself to success. When someone mentions Jay Z and fashion the diminished Roc-A-Wear, is the first thought. Paper Planes has done what Roc-A-Wear was unable to do. PP has transcended the founder/star.
While the baseball caps aren’t as prominent in some areas as they once were, the brand has found a way to navigate the abundance of new brands and the clouded understanding of what a clothing label can be.
Remaining true to the original mission of the company, imagination and intention, enabled Paper Planes to maintain a loyal following. In the process of learning about moving from ball cap to apparel, in a moment when a quick search on smash and grab reveals a winding string of robberies, opening a brick & mortar is risky, but necessary.
Consider another streetwear brand, Bricks & Woods, also opened their first physical location although the brand is distributed in a number of wholesale accounts. The B&W location carries the brand representation as the founders want the brand to be seen. This Paper Planes location offers an opportunity for engagement and community with a controlled visual experience. In contrast to how account holders display brands with very little differentiation.
Fall/Winter 2023
Paper Planes may be collabing with Vic Mensa, but their upcoming Fall Collection leans into an area I’ve been discussing a lot lately, utilitarian apparel for a broader demographic. The outdoor collection features flannels and more rugged looks than the staple neutral sweatsuit trend. There are hemp based Field Sack Pants and “Into the Wild” Quilted Jackets.
While the PP logo is visible, it’s not intrusive and allows the wearer to move from brand to brand for their footwear expanding the options for closets not wanting to be tied to one brand from head to toe. It’s an interesting moment for Paper Planes as the company navigates the airways.
Additional Info:
Brand Leadership: Emory Jones (Co-Founder / CMO), Ronnie DeMichael (President) and Just C (Creative Director) along with Founder Shawn “JAY-Z” Carter.
The store will also offer customers the opportunity to shop future season collections, in person and exclusively, in advance of their online debut. For example, the Paper Planes Holiday 2023 Collection will be available exclusively at the Paper Planes retail store for the month prior to its online launch.
In store exclusives will include new iterations of the Paper Planes Fine Artist Collaboration series, the first of which debuted in August 2023 with artist Jammie Holmes; recording artist collaborations and album signing events; the NFL x Paper Planes exclusive products and more.