This season, Assembly New York designer Greg Armas explored the contrast and overlap between work and play. The resulting collection was playfully polished. It had the label’s signature cool kid vibe without trying too hard.
“It’s all about blurring a line,” said a very hands-on Armas, who was literally going back and forth from backstage to up front with the models just to check that everything was perfect. “The intention is taking the office and the after office and crossing those over.”
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On a cool-kid block of the Lower East Side is a white shop that is so meticulously orderly, it might make your head spin. Envelope clutches rest upon a white piano. Minimal gold rings sit beside crystals on the countertops. Shoes are perfectly paired on the floor. Of course I’m talking about Assembly New York.
The child of Greg Armas’ love of fashion and art, Assembly New York is an aesthete’s wet dream. Not only is it a clothing store, but it’s also its own label, launching womenswear at fashion week for fall 2012. With his calm demeanor and soft-spoken nature, Greg Armas is the thoughtful brains behind Assembly New York’s success. I sat down with him to discuss his budding business and exactly how he makes it in fashion today.
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