WARM, 181 Mott Street, NYC
“Warm is the combined vision of husband and wife team Winnie Beattie and Rob Magnotta. It’s on the border of Nolita and Chinatown, on a pretty secretive block and carries womens wear, kids, toys, jewelry, and a well edited selection of books and housewares. Warm is not only a store in which you walk in and out, it is a place made in such a way that makes you want to stick around and hang out, a place where you can bring your lunch in the backyard or your kid to a music class.
Warm’s curation of brands blurs the line of daywear/nightwear. I feel like all of our clothes are pretty versatile depending on the way one decides to style them. The cuts are great, the fabrics are really high quality, and overall it is very luxurious store but without making a big deal about it or seeming formal. I also feel that Winnie’s choices of brands (Vanessa Bruno, L’Agence, Tocca, Ulla Johnson, Finger in the Nose) allow a pretty wide range of people with different styles to identify with the store while WARM has a very precise and strong identity.
We attract a really wide range of women: the uptown mum, the trendy girl from the hood, the model, the celebrity, the curious tourist, the mature woman, yet what they share is a love of high quality clothing and a certain taste for fashion that is effortless and natural. I think we carry clothing that gives you an immediate style without looking like you are trying too hard.
As for the men, we will start carrying a rack of clothing for the holidays so our girls can buy for their guys. For now, the men who come to the store have the status of consultant for their wives or girlfriends or friends and guys who have very good taste for interior design!”
Photo courtesy of WARM