On the morning of Amour Vert’s New York City store opening, WWD caught up with Aaron Hoey, chief executive officer of the sustainably minded apparel brand.
Receiving two-thirds of its business online, the storefront is not obsolete but rather a “prudent” touchpoint for the company which carries women’s and men’s clothing.
The S.F.-based company uses its small-format store locations as a learning experience, Hoey exemplifies this statement by reaching for three decorative glass jars on a table in the SoHo store. The jars showcase the process of harvesting the Tencel Modal fabric; In the first jar, beechwood chips; the second, pulp; and third, the fibers.
In opening its 10th store, in Manhattan’s SoHo neighborhood, Amour Vert is hoping to influence, not compete, and finds company among Credo Clean Beauty (clean beauty retailer) and Naadam (sustainable cashmere and wool brand) at its Prince Street location.
“New Yorkers are leaders just in their daily lives,” said Hoey, who before relocating to San Francisco, lived in New York. He finds that the adoption of more responsible shopping behavior in the city would resonate globally. His prior roles include executive positions at Gap Inc. and Anthropologie.
On the brand’s view on production, he said: “We always try to keep