Stance Global Retail
STANCE opened the doors of its pilot flagship retail store in the heart of New York City. The brand brings an uncommon retail experience to SoHo with a 2,000 square foot space that offers offer new reasons for people to go shopping, especially for socks.
Upon entering, shoppers walk through a tunnel of inspiration where they come to floor-to-ceiling wall featuring portraits of STANCES’s Punks & Poets. The portraits remind the shopper of the role that music, motion and art play in the brand’s design philosophy and product design. As an extension from the window displays, customers see the stories behind STANCE’s design process, and then can design their own socks and watch them get made on Stance’s proprietary sock customization platform called Stance Canvas.
One key distinctive feature of the store is the glass panel in the floor that allows customers to peer down to watch sock artisans bring custom socks to life through STANCE Canvas. Shoppers use an in-store Apple iPad Pro to design a custom pair of socks, incorporating color, patterns and text. The Canvas custom design process acts as a coincidental throwback to the previous tenant of the building – a glove factory that made custom knit gloves for the upscale population of New York City in the early 1900’s. Stance’s proprietary machine, which uses dye instead of ink, places custom patterns on socks in a 360-degree process that ensures there is uniform coverage on the seams.
STANCE’s authenticity and thoughtfulness in product design cohesively connects with the store’s aesthetic from the angle of the recycled floorboards sourced from the legendary Oakland docks to the free-standing fixtures that visually tell a story.