Germany’s new shopkeeper in New York
Boris Bidjan Saberi is on a roll, strong runway shows in Paris and now a new flagship store in New York
With a soft opening one year ago, Boris Bidjan Saberi was in town for New York Fashion Week to celebrate his downtown store for which he just added a basement space for his second line 11byBBS. With the US economy booming, Saberi took a bold step and offers his artisanal men’s wear in a beautiful Greenwich Avenue store just above Canal Street. On his 37th birthday, the designer talked shop with us.
Achtung Digital: Why New York?
BBS: Our biggest client in New York used to be Atelier. A super well-curated store by Karlo Steel just up the block from here which helped us build a following in New York. When they closed, we decided to open here to fill the void. We knew from Atelier that clients were specifically coming in for our clothes.
AD: Tell me more about that client?
BBS: We see it now one year later with this store. We have about 1000 loyal customers in our client base who come in and shop or look at the new stuff.
AD: How does it feel to be a shopkeeper?
BBS: As we don’t sell online it’s important to have that interaction with the client. I just don’t believe in online. I think you need to try our clothes, feel them, touch them. But who knows what the future brings. We also have a store in Barcelona now where we offer a lot of our older collections, a bit like an archive.
AD: Any plans on women’s?
BBS: The way I work is that I try on all the clothes myself to see how they feel and how they fit. But we have a few pieces for women, of course. The day I find the right muse, there will be more.
AD: Tell us more about the new basement space?
BBS: First of all, I love the entrance. It’s like an old school speak easy, you have to ring a buzzer to get in. 11byBBS is just more industrial and easier. Not so hand-made like the main line. Sometimes I get a little sick of all the fine details etc. so having an easy bomber jacket but in our design vibe seems important. Also, this is a more accessible price point.
AD: What’s next?
BBS: I am already thinking about the January show for men’s. Then I want to be with my family after this New York trip and chill a bit.