The brand's retail space will feature a co-working area and entrepreneurial-focused workshops.
Since its launch in 2016, workwear label Argent has been riding a few waves that have helped propel the brand's momentum, thanks to a few high-profile co-signs. There was Hilary Rodham Clinton, who stepped on stage wearing Argent at Planned Parenthood's 100th Anniversary Gala in New York City in 2017, as well as Arianna Huffington, who plugged the brand during a conference where she was the keynote speaker. "She was pitching Argent to an audience of about 5,000 women.
The success so far has allowed Christeson to evolve Argent, whether that's through a slight makeover in branding or shifting its inventory's focus. Though the direct-to-consumer brand originally launched with a majority of its collection in neutrals, its customer had a "huge appetite for color," says Christeson. As a result, she and her team have adapted by "really pushing the boundaries on color in a way that you haven't seen in this space.
It's this acute attention to functionality that makes Argent so appealing to its core customer: an ambitious woman at the peak of her professional career. "I've had a really tight view on what our ultimate goal is from day one and that hasn't changed," says Christeson. "We were really clear about why we're doing this, which is much larger than simply offering a product. It's about giving women the confidence and tools to help optimally navigate their career.
While Argent has dabbled in experiential marketing for it customers through pop-ups and special events, the company will officially expand into brick-and-mortar with the opening of its New York City flagship in Soho. The new space will feature a private co-working and networking area , as well as host entrepreneurial-focused workshops, from speed negotiating training to financial literacy planning.
The decision to expand Argent's physical retail footprint makes sense. Across the industry, designers are tapping into the rising work wardrobe trend, providing capsule collections and special suiting ranges specifically for the nine-to-five lifestyle. And while this timing is perfect for Christeson, she knows that once the trend pendulum swings towards another aesthetic, the workwear customer — and Argent, too — will still remain.
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