Rails, the Los Angeles-based lifestyle brand known for effortless Southern California-inspired collections, celebrated the opening of its first men’s concept store in Nolita, located at 15 Prince St. The opening marks a significant milestone in the brand’s evolution, reflecting the growing demand for its men’s offerings.

The new Nolita store reflects the brand’s California coastal heritage, designed in partnership with Greg Dutton Studio, incorporating neutral tones, found objects, and wood design elements. Customers can explore the full assortment of Rails’ men’s collection offerings, from heritage shirting, functional outerwear, a curated activewear capsule, and exclusive in-store styles and experiences.

The celebration saw guests including Adam Bartoshesky, Ben Brewster, David Evan Ruff, Denny Balmaceda, Ethan Diaz, John Philp Thompson III, Jonah Reider, Jules Fox, Kristijan Todorovsk, Mauricio Hernandez, Owen Cain, Pierce Thompson, Ryan Winter, Taylor Reed, Timur, amongst other artists, cultural tastemakers and friends of Rails, sipping cocktails courtesy of Amarás Mezcal, and enjoying New York-style pizza slices by Prince St. Pizza.

Jeff Abrams, Founder and Creative Director of Rails shares, “Opening our first dedicated men’s store is a defining moment for us. The demand for our men’s collection has been incredible, and this new space will allow us to further connect with our customers while expanding on the effortless California-inspired lifestyle we’re known for. ”

Rails has established a global presence in more than 30 countries, with 1,200 retail partners, and a growing network of stores worldwide. The new Nolita concept store joins the brand’s existing portfolio of over 20 locations worldwide, with plans to open at least five new locations annually.

Image credit: Matt Weinberger