Check out a fresh sign that Detroit evolves steadily to a new level:
"High-end men's golf attire company Greyson Clothiers is opening a store in downtown Detroit and teeing up plans to eventually move its base to the city," Kurt Nagl posts at Crain's Detroit Business.
Greyson, which specializes in golf clothing, will open a 3,500-square-foot shop Wednesday on the ground floor of the First National Building [660 Woodward Ave.] as a pop-up through Aug. 31, Greyson spokeswoman Adrienne Cass said.
It will be the Hawthorne, N.Y.-based company's only brick-and-mortar retail store in the country, launched in tandem with the Rocket Mortgage Classic PGA golf tournament that is scheduled for the end of June at the Detroit Golf Club. Once the pop-up is done, the company plans to open a permanent flagship store in Detroit — either at the Bedrock-owned building or elsewhere in the city. The long-term plan is to move Greyson's 20 or so full-time employees to the city. . . .
The company mainly sells its products wholesale to 700 stores and pro shops.
The firm has a Metro Detroit link. Founder and creative director Charlie Schaefer "grew up in Birmingham and moved to New York City, where he worked for 13 years at Ralph Lauren Corp. . . . before breaking out on his own in 2015 to start Greyson," Nagl writes. The owner is quoted as saying: "My heart never left Detroit."
Charlie Schaefer: "My heart never left Detroit." (Photo from company)
His 14-week shop downtown will have garments with the Rocket Mortgage Classic logo. If interested, figure on spending about $90 for a polo shirt, $250 or more to wear a cashmere sweater and around $40 for a golf cap.
After the pop-up's week one shakeout, Greyson hosts a grand opening event May 30 from 11 a.m.-2 p.m. with giveaways and free snacks.
High end describes its marketing hype as well as the thread count. A wolf is its symbol and "Feed the Wolf" is its slogan.
The clothier describes itself as "more than just a clothing brand," adding:
It is a community of individuals who have the passion and desire to stand up for what they believe in. . . . Greyson strives to engage with each individual who is as passionate about what they put on as much as they are passionate about discipline, fraternity, excellence. . . .
By creating clothing that supports performance at the highest levels while also incorporating superior tailoring and construction, Greyson Clothiers has shattered the idea that sport, tailored fashion and functionality could not coexist. Greyson Clothiers continues to redefine modern menswear today and welcomes all those who strive for greatness, for the strength of the pack is the wolf and the strength of the wolf is the pack.
A three-minute promotion echoes that tone:
