Telfar, the boundary breaking fashion brand, store opening New York. Story by RUNWAY MAGAZINE. Photo Courtesy: Telfar.
TELFAR’s New Chapter: A Landmark Store Opening in NYC
On Saturday, November 23rd, the vibrant streets of Soho and Chinatown came alive with a celebration unlike any other as TELFAR unveiled its first permanent store at 408 Broadway. More than just a retail space, this 10,000 sq. ft. marvel marked a bold new chapter for the brand, blending commerce, creativity, and community into a singular transformative experience. The event was a cultural milestone, capturing the essence of TELFAR’s two-decade journey redefining fashion.
The Opening: A Party for the People
In true TELFAR fashion, the store opening transcended the typical retail launch. Fans gathered not just to shop but to celebrate a brand that has become a global symbol of innovation. The day-long festivities culminated in an electric in-store party, complete with performances by iconic artists including Teezo Touchdown, Muni Long, Rah Digga, TS Madison, and the legendary Lil’ Kim. TELFAR Clemens, the visionary designer behind the brand, took center stage alongside hosts Gitoo Wright, Ian Isiah, Aya Brown, and other TELFAR family members, creating an atmosphere of joyous friendship.
The event also showcased TELFAR’s deep connection to its community. Fans took to the stage for an open mic contest, dazzling the crowd with opera, dance, and jaw-dropping tricks. For those who impressed the live judges—including Clemens himself—a coveted TELFAR bag was their reward. The spontaneity, the talent, and the sheer love for the brand turned the opening into a heartfelt celebration of TELFAR’s unique spirit.
The Store: Where Retail Meets Technology
TELFAR’s store is more than a place to shop—it’s a living embodiment of the brand’s ethos. The space seamlessly merges retail with a public access television studio, inviting customers to not only shop but also create. A wall-to-wall cyclorama offers a cinematic backdrop for personal content creation, while a billboard-sized LED screen on the store’s façade amplifies customer stories in real-time.
At the heart of the store lies the Bag Bar—a floor-to-ceiling illuminated installation showcasing every bag TELFAR has ever made. Reminiscent of a Chinese light-box menu, the display is both a tribute to the brand’s iconic designs and a practical innovation, allowing fans to access sold-out styles in every color, year-round. For TELFAR enthusiasts, the debut of the ‘Shmedium‘ bag added an extra layer of excitement, symbolizing the brand’s ongoing commitment to reinvention.
TELFAR: 20 Years of Innovation
As TELFAR celebrates its 20th anniversary, the store opening underscores the brand’s transformative impact on fashion. Once a boundary-breaking concept, TELFAR is now a cultural touchstone, copied by luxury brands yet unmatched in its authenticity. From its accessible pricing model to its genderless designs, TELFAR has set a standard for what modern luxury should be: innovative, and deeply connected to the communities it serves.
The opening of this store solidifies TELFAR’s place not just in New York City but in the global fashion narrative. It is a space where creativity flourishes, stories are shared, and the line between brand and community blurs. It’s not just a store—it’s a home for those who believe in the power of fashion to unite, inspire, and uplift.
