Paris Laundry’s Innovative COOL

How Guy Samuel is single-handedly revolutionizing streetwear by going back to the basics with luxury tailoring and quiet details. Photographs by ALEXZ ROSE. Story by JAMES R. SANDERS.

I was the first to arrive at STK in Atlanta’s Buckhead section. After brushing through what appeared to be a packed house, I was taken to the second floor where a beautifully set table was center stage. I was able to choose where I would sit. After moving twice, I finally settled on the bottom of the table, across from the door so that I could see who would come and go throughout the evening. If I got bored, I’d be able to slip out with ease.

About 20 minutes into updating my stories on social media and choosing the correct song, other press began to pour in — and then a merchandiser, and then a publicist, and then a sponsor.

Finally, Guy Samuel arrived. And that was the first time I met the designer of luxury streetwear brand Paris Laundry.

I didn’t know anything about the label. The dinner was a networking/showcase hybrid before the popup that would happen the day after.

Aside from dressing the likes of Future, Lil’Baby, and Offset — Samuel’s take on quiet luxury and how he approaches that aesthetic in the details of his construction, makes him a force to be reckoned with.

Though Paris Laundry is a New York based brand, and Samuel is a Long Island, NY-native — the label is firmly planted in European likeability. Having dressed some of the biggest names in Hip-Hop, Samuel still has at least two big names on his list.

“Being from New York, I’d love to dress A$AP Rocky, and Rihanna of course.”

That popup in Atlanta was a success by the way. The buzz from Atlanta, along with other viral moments, helped forge the Paris Laundry partnership with The Webster.

The Miami-based multi-designer luxury house carried Paris Laundry alongside Missoni, Loewe, and Casablanca. After his successful run at The Webster, Samuel has his sights on a dream collaboration.

“I really loved working with the team at The Webster,” Samuel said. “As far as luxury ateliers, if I had to pick a luxury atelier to work with the name that comes to mind is Balmain,” he added. “They stay true to their house. They’re not worried about the trends. And because they’re not doing streetwear now, anything I do with them would stand out. Artistically with Balmain, you can do more and stand on your own, if that makes sense.”

Paris Laundry, though considered a new brand has had evolutions throughout the seasons. His graphics on hoodies, and wax denim along with usage of chain metal has become a signature for Samuel.

“There are evolutions from season to season. Some are a longer cycle. I think for us, this is our second evolution now,” he said. “We transitioned into more tailoring than we did before. We are getting more into knits. You’re going to see more of that next season too.”

Paris Laundry has a storefront in the downtown section of New York City. The interior is designed by Samuel with three stone-colored cylinder-pillars with racks of clothing occupying the left side of the store. The restorative-loft-style space uses a vintage Louis Vuitton trunk as a table along with atop a throw rug spraypainted by Samuel himself.

In October, the store hosted an opening and invited New York’s glitterati. The people, decked in the Paris Laundry aesthetic, arrived for Samuel but stayed later to celebrate the designer and hang on the bricked street after hours in chic New York fashion; pun-intended.

TriBeCa’s newest 800 sq space features the unisex (but primarily menswear) brand in all its luxury textile-d glory. But the night of October 11 when The Zillions performed and New York artist Russell Murphy AKA Cash4 christened the windows with his iconic graffiti signature — it became official.

The customizable element of the space is what makes the Paris Laundry vibe a signature not just in the garments, but in the presentation.

Samuel thinks about every detail of the brand, but still celebrates the big moments, like when an artist he’s always admired wears his designs.

“It was nostalgic having Jeezy wear it. Jeezy wore my stuff for a concert and a video later,” he says of having the Snowman wear his brand for the first time.

As for the brand having a favorite item, he has a philosophy about that. “The consumer will decide what our quintessential product is,” adding, “it may be the process and the vibe we put out there.”