Schott NYC to open Chicago store

American brand Schott NYC has decided to move forward with expansion. The company recently confirmed plans of opening a new flagship in Chicago.

The new store will debut off of Milwaukee Avenue encompassing 1,800 square feet. The decision to move into the new city comes from a mission of building brand awareness. “Educating people through stores is important for us,” chief operational officer Jason Schott told WWD. The store has built a reputation for itself locally in New York and has also a store in Los Angeles. Known for its heritage and iconic styles, the brand highlights edgy, outdoor clothing specializing in leather jackets. Moving its territory into the windy of Chicago could prove favorable for the label.

The brand has also confirmed it will be relocation its Los Angeles label. Located at The Americana, the next move will be off of La Brea because the company has realized their target audience. “We find that our core customer doesn’t want to go to a mall so we need to go where they are and we make sense on the street,” Schott told the publication. The company hasn’t confirmed an opening date for its Chicago flagship but confirms that it will be this spring. The Los Angeles relocation is set to open this month.