MANHATTAN’S BOWERY, THE NEXT PLACE TO INDULGE?
After working at huge fashion houses like Chanel and Versace, designer Loris Diran felt here was a whole in the market for high-end tailor made fashion with a younger feel to it. In 2003 his own line was born, and today, six years later is his first very own store. Choosing the East Village area of Manhattan for the store to be located in was never really an issue for Diran. “I spent a lot of time growing up around here and have a strong emotional connection to the area.” he says. “The area is evolving and I feel that so have I.” It is not yet as much a walk in spot as it is a destination, but with boutiques like Oak and John Varvatos just round the corner, Loris Diran probably is right in his beliefs that people will come.
Loris Diran
CONCEPT: LAKE COMO, HAPPINESS AND SNACKS
The minimalistic midcentury house in Lake Como, Northern Italy where Diran spent his child hood vacations was the inspiration for the interior design of the boutique. The designer himself hunted every single piece of furniture, which is all Italian from the nineteen sixties. “I was obsessed with getting everything perfect. The boutique has to make the customers feel good about themselves. It’s not just about buying a piece of clothing, it’s about the entire experience. From when you walk in the door, to the way you feel when you’re being fitted, to when you sit down and have a drink and refreshments while waiting for your bill to come, listening to some music – it’s about having a good experience.” To give that experience Diran always makes sure there is good music and a happy attitude going on in the boutique.
FOR THE HIPSTER AND THE CHIC
The line offers high quality hand made tailored garments, but with a young fit. Inspired by the sixties aesthetic, Loris wanted his men’s line to appeal to the younger hipster in his thirties who is fit and really cool. Think David Bowie or The Beatles when they came to America, with skinny pants and a tailored jacket. “My line is always young but very refined.” says Diran and describes his women’s line: “It’s what a girl with a high end background finding a new young perspective would want to wear downtown.” A suit starts off at $2100 and a shirt around $270.
INSPIRATION, NOT VACATION
Because the boutique is open seven days a week, a vacation is not in sight in the future or the past for Loris Diran. “I think about the boutique every single hour, but I still couldn’t be happier about it, because I no longer have to compromise.” But he doesn’t need a go away to find inspiration “I get inspiration from the strangest things, for the spring collection I got my inspiration looking at what people in the streets wear in winter. They were wearing combat boots, jackets and big hats and they almost looked like medieval warriors, and I thought ‘that’s the theme of the collection.’ I think every creative artist can find inspiration everywhere.”
FLAGSHIP DOWN, MORE TO GO
The original plan was to open several boutiques following this one, firstly in Moscow, Russia and Dubai, where the elegant with an edge has a market. Those plans were made pre-recession so they’re put on ice for now. Opening new stores is most definitely in sight for Loris Diran who already has lived through two recessions and has a bright sight on the future. “For a designer, there is no greater sense of independence than when you can direct market to your target customer the way you have when having your own stores.”
Loris Diran Boutique located at 3 East 1st Street (btwn: 1st and Bowery), NYC
As told to Hannah Arnhog
