Fondée en 2008 par Jeff Abrams, la marque de prêt-à-porter made in Los Angeles incarne la quintessence du luxe décontracté. Rails, qui est passée en quelques années d’un petit label positionné sur du mono produit (chapeaux et sweats à capuches) à une marque de prêt-à-porter pour hommes et femmes vendue chez les plus grands détaillants internationaux, affiche avec sérénité ses ambitions de développement à l’international. Après l’inauguration de son flagship à New-York en octobre dernier, la marque poursuit son extension en dévoilant ce mois-ci son premier pop-up parisien, niché au cœur du Marais. Un tempo parfait pour célébrer la réouverture des magasins en France.
A confidential label that has become a reference in premium ready-to-wear
If the COVID crisis has strongly penalized the fashion sector, due to the periods of successive confinement, some succeed in leaving their faces of the game.This is the case of rails, which managed to unite a community of customers attracted by the unique style of the brand, mixing the cool spirit made in the European elegance.Offering a complete cloakroom, including its famous bestsellers that are shirts and dresses, the brand has made the difference by focusing on sophisticated and luxurious materials to the touch.An essential element for the claw, which makes it a point of honor to develop its reasons but also its fabrics.Jeff Abrams also explains, that when he started to make shirts - which represent 50% of his sales - he turned away from the rigid cotton mainly used by competition to design a mixed radon fabric, which gives theclothing a fluid fall and a touch comparable to that of cashmere.A flagship product that made the brand renown, and whose success allowed it to subsequently flesh out the female ready-to-wear line before tackling the human market in 2018.A success story to make all the aspiring fashion designers pale, when you know that its founder is a self -taught that started its project with an investment of $ 5,000, and that it generated more than $ 500 million in sales to thedetail to date.
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Rails now wants to focus on its international expansion
With its establishment in more than 40 countries around the world, the brand that has long developed by relying on a network of established resellers such as Net-à-Porte, Revolve, Harrods or the Parisian concept storeThank you, wishes to strengthen and extend its presence internationally through the opening of clean and pop-up shops.A choice justified as much by the desire to develop the notoriety of rails, than by the need to get less dependent on department stores, which were not spared from the health crisis.First step of this strategy, the opening in October 2020 of the brand's first concept store in the highly sought-after district of Soho in New York.A place like the brand's philosophy, mixing clothes, tailor-made furniture and travel books, nod to the soul of globetrotter of the founder and the multiple influences that feed the style rails.A signature that will be found in the upcoming shops of San Francisco and Los-Angeles, and whose objective is to offer customers an experience complementary to that of the e-commerce site.A hitherto secondary sales channel, which exploded during the first confinement, allowing the brand to record an increase in orders of more than 200% concentrated mainly on so -called loungewear clothing (jogging and other relaxed parts).
A pop-up in the marsh to meet the Parisian public
For its first pop-up in Europe, the brand has chosen to establish itself in Paris, and more precisely in the Marais, a lived district of the capital, prized by buyers as tourists.As Jeff Abrams explains, "The Marais is one of the best shopping experiences in the city and the perfect place for our first European commercial establishment.We are impatient to get in touch with our customers in Paris and allow them to discover the full extent of our collection ".Located at 16 rue de Poitou, the space was designed to reflect the DNA of rails.Design elements transcribe the brand's affinity for travel, with a minimalist color palette associated with wooden details, and vintage textiles throughout the space.A seating area has been set up to make space even more cozy, as well as a bar to allow customers to quench their thirst.Rails managed to create an immersive experience that invites you to discover the silhouettes of the new collection, with a wide choice of dresses, blouses and mixing pieces to create sets in Effortless style, dear at home.
The icing on the cake, the brand's first denim line is presented in preview at pop-up.This revolves around seven Denim styles including jeans, jackets and skirts.A nod to the Californian roots, the names refer to Los Angeles districts such as "The Topanga", "The Atwater", "The Melrose" and "Le Larchmont".For this new line, Rails has taken the time of reflection, in particular to find the right partners and select the fabrics in accordance with their standards of quality and sustainability, such as organic cotton, BCI certified cotton and other recycled materials."We have focused in the past two years on the development and improvement of our Denim collection alongside a team of designers and manufacturers.This launch is an important step in the evolution of our brand and our commitment to provide a high quality product to our customers, ”says the founder and director of creation, Jeff Abrams.Aware that the jeans industry requires significant water needs, the brand has teamed up with the Water Foundation.org so that each part sold serves to provide a year of access to drinking water to a person.A virtuous commitment to help reduce the impact of fashion creation on the environment.
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