The retailer formerly known as Barneys New York may be defunct, but the iconic store is finding ways to live on. A year after bankruptcy felled one of New York’s most recognizable businesses, the legendary tastemaker is still asserting its sartorial influence.
Last week, Barneys announced the launch of a limited-edition capsule collection with another Big Apple brand: luxury streetwear label Krost. Blending notes of nostalgia for Barneys’ 1990s heyday with contemporary, pandemic-friendly styling, the unisex collection of hoodies, T-shirts, joggers, pullover sweatshirts and baseball caps is now available at KrostNewYork.com, Basic.Space, Barneys Japan and London retailer Selfridges.
The collection’s advertising campaign references 1990s Barneys New York ads shot by photographer Steven Meisel with cheeky slogans and campy imagery.
Each piece features a blend of graphic branding from Barneys and Krost, and some items feature illustrations of quintessentially New York scenes, from cityscapes to tenement buildings and flowers growing from cracks in pavement. Long-sleeve items feature sewn-on sleeve tags emblazoned with Krost’s catchphrase, “Support your friends.”
According to the brand’s founder, Samuel Krost, its mission has always been to support social and environmental causes across the globe, from reforestation efforts in Africa to Black Lives Matter and the Australian wildfires. The collaboration with Barneys will benefit the Food Bank of New York City and One Warm Coat, providing 2,400 coats to people in need as well as 800 meals over the holiday season.
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“This partnership embodies two heritage brands that represent the past, present and future of New York City,” Krost told Sourcing Journal. “The Barneys New York and Krost collaboration reflects the New York community coming together to support a city affected by Covid.”
“We are true to our motto of supporting our friends,” he said, adding that Barneys was where he first discovered his love for fashion and apparel, and that he was honored to partner with the iconic institution.
“Barneys is a destination known for its unique collaborations and we are excited to continue this tradition with a partner dedicated to uplifting the spirit of NYC,” said Natasha Fishman, executive vice president of marketing at Authentic Brands Group, which owns Barneys New York.
According to Fishman, the capsule highlights the “dynamic fusion” of the two brands: “one rich with symbolic heritage and one with modern tones.”
Authentic Brands Group took control of the Barneys New York name last fall after the storied brand fell victim to bankruptcy. At the time, the retail firm said it planned to license the Barneys name through shop-in-shops at Saks Fifth Avenue stores across the globe. While those new store experiences were slated to roll out this year—including a boutique in the Saks store on Madison Avenue in New York—plans have been put on hold due to the Covid crisis. A curated selection of Barneys wares is available for purchase on SaksFifthAvenue.com.