- Kristopher Fraser |
Lord & Taylor is expanding their men's footprint. Last year, the department store launched Design Lab, an in-house contemporary label for women. The label saw enough success that now they are launching an in-house men's contemporary label for men's with Laboratory, a private men's label aimed at the millennial customer.
Lord & Taylor will still produce Black Brown 1826, their private label line for classic styles. Laboratory is meant to bring in a different, younger type of customer.
Lord & Taylor introduces Laboratory
“We needed something that was more trend-driven and item-driven,” said men's fashion director Nelson Mui to WWD. “Today’s guys are influenced by street style and a lot of the progressive looks they see on Instagram. The entire market is moving a little bit faster and this label is set up so we can capture those trends that are relevant now.”
Price points for the collection are under 100 dollars. Signature pieces include souvenir bomber jackets, printed button-up resort shirts, and drop-crotch pants. Eight deliveries will be made per year.
In addition to the new private label, Laboratory is also stocked with brands like Eleven Paris, American Stitch, Strand, and WeSC. At the flagship store in New York, Laboratory sits adjacent to advanced contemporary brands like Lucio Castro, Carlos Campos, and Paul & Joe. Over the last year, Lord & Taylor has also picked up brands like Vince to add to their array of offerings.