NEW YORK — On a recent afternoon, grimacing artists lined up outside the Bushwick takeout window Mixtape, their feet uniformly dressed in $200 workman boots. It would seem Blundstones are the latest unlikely trend to hit New York City’s scene, joining bossa nova music and revised diner food as new hipster fancies. Clunky, lug-sole Chelsea boots by the Tasmania, Australia-based heritage brand have begun populating downtown design studios, cafés and art openings. Paired with oversize denim pants and raggedy knits, the heavyweight boots are appreciated as a rare hybrid that can withstand New York snowstorms and brush up for dinner.
During a recent data assessment, the company was surprised to see that sales were surging in Brooklyn. While the sleeper trend was not a purposeful one on Blundstone’s part, the company is now hoping to further ingratiate itself with its unlikely new audience.
Today, the company will open its first attempt at U.S. retail in Williamsburg, Brooklyn, N.Y. The 450-square-foot space will remain open through peak boot season, scheduled to close at the end of March. It is strategically located just off the Bedford Avenue subway stop at 192 Bedford Avenue and will host customization initiatives and community-driven events. It will be