“Buy Your Dream, Then Resell It”: Inside Telfar’s NYC Store Opening

 

This past Saturday, just off of Canal Street, hundreds lined up for the opening celebration of Telfar’s very first brick and mortar store. As customers took turns at an LED-lit bag bar, team Telfar put on a chaotic, live-broadcast talent show featuring everyone from Teezo Touchdown to Crackhead Barney. Even Lil’ Kim the Queen Bee showed up to party between clothing racks and in the brand’s in-store streaming studio while hosts Ian Isiah, Gitoo, and Aya held court. For friends and family, it was a crowning moment, so we grabbed some of the main characters in the room to see how they were feeling.

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TELFAR CLEMENS

 

MEKALA RAJAGOPAL: Where are we at?

TELFAR CLEMENS: We’re in downtown New York City, Canal and Broadway, at my new store. First store? Yes.

RAJAGOPAL: Congratulations. Who came out today?

CLEMENS: Well, we’re still in the middle of the day, but so far it’s just been me, my hosts, and there’s a lot more surprises coming. Cleotrapa just hit the stage for a second. I’ve just been saying hi, kissing babies. 

RAJAGOPAL: Signing bags.

CLEMENS: Signing bags.

RAJAGOPAL: Signing boobs.

CLEMENS: Signing books, signing boobs.

RAJAGOPAL: This space used to be OMG Jeans?

CLEMENS: Yeah, in the early 2000s and 1990s.

RAJAGOPAL: Did that type of shopping inspire you when you were making the store?

CLEMENS: I mean, I remember the history of it. The only thing that I bought were some Levi’s Reds that were really stretchy, the low rise ones that were dark blue. Bootcut. Women’s. I wanted to cut them up to learn how to make my own. 

RAJAGOPAL: Hot. How do you want the shopping experience to feel at the new store?

CLEMENS: I want it to feel free. And also, it is not mandatory that you have to buy something.

RAJAGOPAL: Yeah. Browse.

CLEMENS: You can come hang out.

RAJAGOPAL: It’s beautiful, and I love this genius bar.

CLEMENS: Yeah. There’s a bag bar, and the store is staged with fixtures that are made out of New York City awnings.

RAJAGOPAL: Oh, wow.

CLEMENS: And it’s scaled with a lot of TV screens, so you see what’s going on in the world of Telfar. What people upload is connected to the Telfar TV station. You’re going to be able to see people here, even if you’re not here.

RAJAGOPAL: And you’re going to keep the Telfar TV studio here?

CLEMENS: It’s going to be in here, and it’s still going to be in Bushwick also. And this is where maybe our runway shows are going to be. Right now we shoot things in between both places. 

RAJAGOPAL: What’s in store for the future of the shop and Telfar TV?

CLEMENS: It’s the beginning of a new chapter. I’m going to be releasing a couple new collections in the next couple of weeks, so there will be ongoing releases of new clothes. It’s going to be the first place that you see and get new bags. Things that we don’t post online are going to be here.

RAJAGOPAL: You’re bringing back in-person exclusivity.

CLEMENS: Yeah, and that’s going to be how people find out about stuff, when people try things on and that goes viral.

RAJAGOPAL: Love that. Have you ever bought anything off Canal Street?

CLEMENS: Yeah. I bought an umbrella yesterday. I’ve bought lots of things. I used to get mixtapes on Canal Street. I used to buy movies on Canal Street. I used to buy porn on Canal Street. I used to buy drugs on Canal Street. I used to buy plastics. I’m from this neighborhood, so I know the history of what it means to me. It’s like a new chapter of it because it kind of died, and hopefully this is reinvigorating.

RAJAGOPAL: What do you think of knockoffs?

CLEMENS: I love them.

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CLEOTRAPA

 

EMMA STOUT: Describe the vibes here.

CLEOTRAPA: It’s lit in here right now. This is New York history. As you can see, Telfar has opened up a New York City store, and it’s really where you want to be.

STOUT: And you’re a New York girl.

CLEOTRAPA: I’m a New York girl, so that’s why I’m here. Everybody’s here.

STOUT: Do you have a bag with you? 

CLEOTRAPA: Actually, no, because I was just on stage turning up. But I am dripped in Telfar down. It’s a leather outfit and it’s beautiful. The trench coat is giving Blade.

STOUT: Have you ever bought anything off Canal Street?

CLEOTRAPA: Yes, I have. I’ve bought “I Love New York” shirts, of course, which Telfar has its own twist on in here and I’m wearing that right now. I bought bangles, glasses. Canal Street has everything. And now it has a Telfar store.

STOUT: What’s your go-to color?

CLEOTRAPA: Black is not a color, but it’s my go-to shade. I love black. Black goes with everything. And then pink. And then black and pink.

STOUT: Is there anyone cute here that you’re looking out for?

CLEOTRAPA: Like a crush? Oh, Gitoo is hot. If you see him around, abs is out and he’s looking real good.

STOUT: Okay, cute.

———

JORGE “GITOO” WRIGHT & AYA BROWN

 

RAJAGOPAL: Okay. What’s going on in the Telfar TV studio back here?

JORGE “GITOO” WRIGHT: Everything is going on in this store, which sounds about right for Telfar. We have shopping, we have loitering, we have talent, we have grannies, we have granddaughters.

AYA BROWN: Yeah.

WRIGHT: And we have grandpas. And then some people, I’m not sure what they identify as, but I live.

RAJAGOPAL: What are you here for?

BROWN: We’re here for a good time, baby. We’re here for the store opening, 408 fucking Broadway. 

WRIGHT: Also, you have to put “fucking Broadway” in Google Maps or you won’t get here.

BROWN: 408 fucking Broadway.

WRIGHT: I wanted to make that clear.

RAJAGOPAL: Absolutely. What’s in your Telfar?

WRIGHT: Oh, shit. I just came back from Brazil, so it was a lot of condoms, but also my wallet, because I was keeping myself safe. And then oil, for different reasons.

RAJAGOPAL: What type of oil?

WRIGHT: All-purpose.

BROWN: I have a bookbag, and I carry my strap. My dildo is in a silk thing, because I be strapping. Lubricant, because some girls—not some girls, my wife, like it wet. You know what I’m saying? So, it’s a lesbian book bag.

WRIGHT: I’m living for the lesbian bag.

RAJAGOPAL: I know. Describe the vibes in three words.

BROWN: Chaos. No, scratch that.

WRIGHT: Girls are carrying.

BROWN: Yeah, that’s better. Girls are carrying.

RAJAGOPAL: What’s your favorite Canal Street purchase?

WRIGHT: I bought a fake YSL shirt for after prom in eighth grade. Cat’s out the bag. It was fake, y’all.

BROWN: There used to be a paint store down the block, I think it was called Pearl Paint. That’s where I used to shop for art supplies. It’s not there anymore because they hate us.

RAJAGOPAL: No knockoffs, just supplies.

BROWN: Girl, buying supplies to make knockoffs.

RAJAGOPAL: Okay, okay.

WRIGHT: I support knockoffs. Sometimes.

RAJAGOPAL: What do you do if there’s a long line?

WRIGHT: I cosplay and say, “You’re just a regular person, just wait right here. You’ll be fine.”

BROWN: Or you could say, “I’m Telfar.” That works anywhere you go. 

RAJAGOPAL: I’ll try that.

———

CONTESSA UNTAMED

 

STOUT: What’s the vibe?

CONTESSA UNTAMED: The vibe is Azalea. It’s the color. It’s the antics. It’s the unexpected surprises, the suspense of it all. This is Telfar’s 20-year anniversary. In 2005, it was just a bag and a dream, and now this is a store in SoHo. We grew up coming to SoHo. It’s very close to our hearts. I’m from Brooklyn, so it’s even more of a thing for me personally, and to be the mascot for the new bag is insane. I’m having a great time.

STOUT: Did you grow up buying stuff in this neighborhood?

UNTAMED: Yes. My first pair of Pradas, I went to the Prada store right here on Prince Street. Ever since then, I’m like, “I won’t ever go to a reseller.” Coming to SoHo was for the fashion. And then, once or twice you might grab a little counterfeit piece, but it’s the New York culture, and it’s a part of New York that hasn’t died yet. So, for us, it’s nostalgia and progress at the same time. And the store is right here in the midst of it all. It’s really amazing. I was crying about it the other day.

STOUT: Yeah.

UNTAMED: This is major.

STOUT: Did you ever wait in line to buy your Telfars before?

UNTAMED: I used to wait in line online. My very first Telfar bag, it was a white small, and it has the original straps. On the new ones, the straps are not as long. It was just a coveted piece, so for me to be the bag that I wanted so much, it’s so fab. I could not think of anything better.

STOUT: Who are you excited to see here? Is there anyone you’re looking out for?

UNTAMED: Well, one of my favorite female rappers is coming through tonight. We’re both from Brooklyn, same neighborhood, 11205 and 11238 are the zip codes. I’m really excited, but I can’t give away too much.

———

IAN ISAIAH

 

IAN ISAIAH: Can I speak?

RAJAGOPAL: Speak.

ISAIAH: Hold on. Right now I’m changing into the full brand.

RAJAGOPAL: What are you changing into?

ISAIAH: I had on my mink, but I’m going to put on full Telfar right now. Usually I wear full Telfar, but you know, cold New York.

RAJAGOPAL: What are you drinking?

ISAIAH: Tea. 

RAJAGOPAL: So cozy, with your tea and your sweatsuit.

ISAIAH: Oh yeah, I live a cozy life. I actually represent the cozy percentage of Telfar.

RAJAGOPAL: The cozy faction. Okay. What are we here for?

ISAIAH: We’re here for the first ever Telfar store. It’s been 20 years in the making. I met Telfar 12 or 13 years ago, and I’ve been riding the wave ever since. It’s amazing to see manifestation happen. Direct to consumer is fucking real, bitch.

RAJAGOPAL: Yes. Are you more of an online shopper or in person?

ISAIAH: How dare you? That’s very personal. But I will say, I go both ways.

RAJAGOPAL: Okay, you switch.

ISAIAH: Yeah, I switch. I twitch and switch.

RAJAGOPAL: And we’re on TV all day.

ISAIAH: Yeah, we’re on TV all day. You want to know why we’re on TV all day? Because Telfar is a 360 brand. This is not just fashion, it’s also a TV network, so tune in or buy or both. It’s up to you. But this is what 360 means.

RAJAGOPAL: What do you think everyone needs to buy?

ISAIAH: Listen, buy your dream. And then resell it.

RAJAGOPAL: Oh. 

IAN ISAIAH: That’s a good line. We have to bring that somewhere else if you guys don’t like that one.

RAJAGOPAL: No, that was good. I’m keeping that. What’s in your Telfar?

ISAIAH: I’m not wearing a bag, but what’s in my Telfar pockets is my heart scattered all over the place. Go get that pattern.

RAJAGOPAL: They don’t got that.

ISAIAH: They don’t got that. Neither do them. 

RAJAGOPAL: You’re spitting right now.

ISAIAH: It’s because we’re doing this interview over rap music, so all my puns are serious.

RAJAGOPAL: Have you ever bought anything off Canal Street?

ISAIAH: Are you shitting me? No.

RAJAGOPAL: No?

ISAIAH: But it’s my birthday and it’s also Georgia’s birthday.

RAJAGOPAL: Happy birthday! 

ISAIAH: Look at us queens. It’s Telfar’s birthday also.

RAJAGOPAL: It is.

ISAIAH: I love how fashion I am. It’s my birthday the same day as a store opening. How fashion is that, [REDACTED]? Yeah, bleep that out. I didn’t mean that. Mom, I love you.

———

TEEZO TOUCHDOWN

 

STOUT: What’s the vibe right now?

TEEZO TOUCHDOWN: It’s always a celebration with Telfar, so I feel on top of the world. I’m just grateful and thankful I was able to make it to see this.

STOUT: Do you live in New York?

TOUCHDOWN: No, I live in the sky. No neighbors.

STOUT: Fallen angel.

TOUCHDOWN: I like that.

STOUT: How long have you been a fan of Telfar?

TOUCHDOWN: Since the pandemic. I had a friend by the name of Paris Aidan, who pulled up to a studio session with a pink Telfar. And I was like, “Yo, what’s that?” And she told me and I went home and went online and picked the bag I wanted, no problem. A pink large shopper. I still have it. And then right after that it became this chaos of not being able to go online and grab it. But every single stage I’ve been on so far, has been in Telfar. They helped me on my first tour. This is my first introduction to fashion houses, and I’m so spoiled and grateful of how they operate here. It doesn’t even seem like business. They’re so professional, but it feels like a party and family.

STOUT: Describe your outfit today.

TOUCHDOWN: It’s Telfar to the toe.

STOUT: What’s your go-to color?

TOUCHDOWN: Right now, I really love yellow. I’ve been really favoring my yellow and Telfar Ugg bags.

STOUT: What are you here for?

TOUCHDOWN: I’m going to the club afterwards, so I’m shopping literally right now.

STOUT: For your club outfit?

TOUCHDOWN: Yeah.

STOUT: Do you have anything figured out yet? This little cropped jacket is really cute.

TOUCHDOWN: Yeah, I wore that during the Call Me If You Get Lost tour with Tyler. But it’s casual. I’m looking for something that the doorman will like. We’re still dressing for the doorman.

STOUT: Have you ever bought anything off Canal Street? 

TOUCHDOWN: Only thing I bought off Canal Street is this squid hat that we really believe was good luck, because we got it during fashion week and a lot of crazy stuff was happening. I still have it.