Telfar opens first shop in New York and takes its community concept to the next level

Last November 23rd, a line of fashionistas surrounded the corner of Broadway and Canal Street in Lower Manhattan. Despite the presence of street vendors offering counterfeit Louis Vuitton handbags and Gucci wallets, the crowd was not there for the knockoffs. Their destination was the opening of Telfar‘s first physical shop, an event that had been anticipated for years.

This milestone marks the culmination of months (if not years) of rumours that the brand’s first flagship store had finally arrived in the city that never sleeps. Founder Telfar Clemens confirmed that the store’s location in the heart of one of the most notorious spots for its bootlegging trade was a kind of ‘if-you-know-what,’ and the shop feels like an extension of that same subversive philosophy.

The space is not just any shop. Telfar has turned its first location into a hybrid experience that transcends conventional shopping. On the one hand, you can find the famous Shopping Bag in every colour imaginable, while on the other hand, you can record your own content in a photo studio. Because at Telfar, shopping is not just about consuming; it’s about being part of a creative community.

‘Not for you, but for everyone’. This phrase, which is much more than a slogan, is a philosophy that the brand has applied throughout its 20 years of existence. Telfar has never been a luxury brand exclusive to a few; on the contrary, it has become a symbol of inclusion and accessibility. From the handbag everyone wants to this new shop, Telfar continues to challenge the conventions of fashion.

The brand has managed to create a vibrant community of loyal followers, like Julie, a fan from Virginia who says Telfar ‘makes her feel at home’. For people like Jess, a ‘lifelong fan’, the connection to the brand goes beyond fashion. Jess owns more than 10 versions of the Shopping Bag, as well as sandals and other items. Janay, another Telfar fan nicknamed ‘the Queen of Telfar’ by her friends, has a collection of more than 11 bags and a wallet.

The connection with Telfar also goes beyond shopping. Music has been another vehicle for its cultural expansion, as in the case of Lex Lucent, an artist from Virginia who released a song dedicated to the brand. Telfar itself supported her by gifting her some products. Lucent says: ‘I appreciate what they do for the creative community. Telfar is the best brand out there, they understand what matters, and that’s something people should take note of’.

Telfar has shown that true inclusivity is much more than a marketing slogan. In 2020, the brand launched the Bag Security Programme, a pre-ordering system that allowed it to purchase its customised products, eliminating the scarcity model that is common in the fashion industry. In addition, the brand introduced a live pricing model, allowing customers to influence clothing prices.

Another example of its community approach is the opening of its New York shop. This shop is the epitome of the independence that Telfar stands for. Clemens explains: ‘We are not tied to a conglomerate, everything we do is completely independent. We own our own distribution centre, we own our own building, we own our own TV channel’.

It is this independence that has allowed Telfar to expand beyond handbags, and it is ready to take the next step with Telfar TV, its own TV channel that will be launched soon. According to Clemens, the channel will feature series and content that will go beyond fashion, focusing on community. ‘We all have a duty to fight back, and a TV channel is a good thing to have right now.’

Despite these major changes, the Telfar Shopping Bag, first launched in 2014, remains at the heart of the brand. Clemens says: ‘The bag is beautiful. It’s our connection to a community that saw us break free from the template of traditional success, and has been key to us building everything we are now.’