On September 23rd, luxury active-and knitwear label TWENTY Montréal founded by designer David Helwani hosted a star-studded event to celebrate the launch of its first brick-and-mortar store in SoHo, New York.
The brand new Twenty Montreal store, located at 242 Lafayette Street SoHo NY, was filled with celebrities, supermodels, and influencers to celebrate the brand’s very first store opening. Along with supermodel Shanina Shalk, Rapper Jim Jones, Victoria’s Secret Angel Chanel Iman, and NBA star Rudy Gay were all in attendance. While NBA star Rudy Gay DJ’d an exclusive set, attendees sipped on Loverboy cocktails while being the first to shop at the Twenty Montréal SoHo location. As of September 24th, the Twenty Montréal SoHo store is open to the public. Founder and Designer David Helwani has cultivated the space to be an immersive retail experience with elements including custom collection displays, gallery exhibits from local NYC artists, exclusive brand collaborations, and a coffee nook for customers, creators, and collaborators to enjoy while visiting the store. “I was born and raised in Montréal and have spent my last twenty years living in New York – the last seven of which have been in SoHo, specifically,” explains Helwani, “I’ve always aspired to live and work in the defining area where style seems as effortless as its iconic surroundings.”
Following an unprecedented time for the fashion and retail industry, the brand’s first foray into brick-and-mortar marks a hopeful and promising moment for TWENTY as well as other local retailers. “After the hardships, we have endured over the last year and a half, I was compelled to be a part of bringing my adopted city back and to showcase the incomparable resilience of New York — that we are stronger than ever. Opening a store in New York City has always been a goal of mine, but SoHo has always been my dream. We’re here!” shared Helwani.
Look below for more photos of from the exciting celebration.
Photo Credit: Sam Wallander