Brut Archives Lands in New York, Expanding its Global Fashion Reach

Brut Archives, the Parisian fashion brand renowned for its unique blend of vintage inspiration and contemporary design, has announced the opening of its second global boutique – this time in New York City. This expansion follows the successful launch of its original store in Paris and signifies a key step in the brand’s ambitious international growth strategy.

Founded in 2017 by Paul Ben Chemhoun, Brut Archives initially began as a vintage showroom catering exclusively to fashion industry professionals. The concept centered around a meticulously curated collection of textile archives, with a strong emphasis on workwear, Americana, and denim. This initial offering quickly established Brut Archives as a go-to resource for designers and stylists seeking authentic vintage pieces.

In March 2019, Brut Archives broadened its reach with the opening of its first public-facing boutique in Paris’ 3rd arrondissement, located at 3 rue Réaumur. For three years, the store operated as a hybrid space, offering both second-hand vintage finds and rare archive pieces to the public, while simultaneously continuing its B2B services for industry clients. This location became known as a hub for textile knowledge and a unique shopping experience.

A significant turning point for Brut Archives came in 2022 with the strategic decision to discontinue its vintage resale operations and fully dedicate its resources to developing its own original clothing line. All creative endeavors and the upcycling studio were consolidated in Paris, under the leadership of Paul Ben Chemhoun, who serves as both Managing Director and Creative Director. The brand’s signature aesthetic now revolves around combining durable, raw materials with carefully sourced archive textiles.

While initially conceived as a menswear brand, Brut Archives has successfully expanded its appeal to a growing female audience. This is attributed to the timeless designs and a gender-inclusive approach to wardrobe staples. Currently, the company employs over 40 people globally and remains independently owned by its founder, Paul Ben Chemhoun.

The decision to open a New York boutique was a natural progression, given the United States’ position as Brut Archives’ largest online market and the city’s vibrant cultural energy, which deeply resonates with the brand’s DNA. The new store, situated at 37A Orchard Street near Chinatown, spans approximately 144 square meters, with 74 square meters dedicated to retail and 70 square meters for logistics. Brut Archives maintains a deliberate distribution strategy, selling exclusively through its website and two boutiques, eschewing wholesale partnerships.

With boutiques now established in both Paris and New York, Brut Archives is poised for continued growth. The brand projects a turnover of €10 million by the end of 2025, reflecting its ongoing structural development and international expansion efforts.