What's in Store for Bryce Aime?

A designer with drive and a vision for success, FBC member Bryce Aime, launches his first boutique.

A graduate of Central St. Martins, French-born Bryce Aime (formerly known as Bryce d’Anice Aime) debuted his eponymous label at London Fashion Week in 2006.  Bryce is a designer who understands the difference between conceptual versus commercial fashion and with solid bank financing, he has found a home and backdrop that complements his edgy and dramatically tailored collections. On the 5^th of November, Bryce opened his new retail space on the tucked away and very niche Walton Street in London’s Chelsea.  “Walton Street is off the beaten track, and we like that we’re just around the corner from Jean Paul Gaultier,” says Bryce.  “For the first week, our busiest days were Sunday and Monday, but we’re still trying to establish a pattern and figure out what our peek days will be.”

A textured exterior opens to clean white walls, jagged lines, the scent of newness and beautiful clothing and accessories.  Designed by David Bentheim and lead by Daryll Amos, the futuristic and asymmetrical design of the store contrasts with the symmetrical lines of his burlesque/Dita Von Teese-inspired autumn-winter range, and a collaboration with shoe designer Larare results in a uniquely detailed micro-collection of footwear housed in a little window backed by exposed brickwork.  I personally fell in love with the multi-buckle wrist and leg cuffs that sat in an adjacent window.

What else is in store for the fast-moving adopted Londoner?  “We’re thinking of developing Bryce Aime into a concept store down the road, maybe in about three months time and are talks with a few fashion and accessories designers who will balance my work; and we’re already looking to expand and open a second boutique in the UK or New York in the coming year.”

After successfully grabbing the attention of both customers and the press, we’ll look forward to seeing what 2010 holds for Bryce…and we’re hoping for an in-store FBC discount.

Visit the new Bryce Aime store:

95 Walton Street
SW3 2HP

Courtney Blackman Co-Founder & Co-Chairman