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The Circus Comes to Town

Ouigi Q. Theodore leads a band of Brooklynites out of the borough and into the broader style world.
Photo: The Brooklyn Circus

Ouigi Q. Theodore, getting the contrasting layers thing down pat at a conference on men's fashion at Howard University, 2009.

Reading a piece in today’s New York Times gave us the chance to reflect on one of 2010’s more delightful surprises. During last season’s Project Trade Show in Las Vegas, amid the recycled air, barely-audible house music, and inedible convention center cuisine, a palpable sense of excitement centered around one booth—that of The Brooklyn Circus. Ouigi Q. Theodore, owner and creative director, decked out in a flannel shirt, suspenders, and newsboy cap, was leading a steady procession of buyers, editors, and photographers through a collection that had seemingly come into its own. Trade shows don’t often serve as full-fledged coming-out parties, but since that time the BkC (as they like to be abbreviated) has been a regular presence on the editorial side of the internet, and for good reason.

Photo: The Brooklyn Circus

'The Bearded Man' getting his hair, and Jazz Age look, right.

Starting from a small corner shop opened in 2006 in Brooklyn’s Boerum Hill neighborhood, Theodore has steadily grown the brand via targeted retail expansion and improved production and tailoring. That expansion has included a store in San Francisco and pop-up shops in Chicago and Stockholm. On the design side, T-shirts and hoodies have given way to tailored flannel shirts, leather accessories, and meticulously structured outerwear, all made in America. Theodore, whose alter ego “The Bearded Man” runs the brand’s lifestyle blog, has become something of a street-style icon and spokesman for the formalization of urban America. Call it structured swagger. Or call it the destination for your next Donegal tweed 8-panel hat.

[via The New York Times]



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