Dur Doux, the women’s luxury lifestyle brand, is setting up shop at Livewear.
On Saturday, it will join a revolving group of designers at the Livewear/UPS Retail Store at 57 Bond Street in New York. The store is part of a collaboration between Áwet New York and UPS and champions Black-owned small businesses. The luxury space has been transformed to recognize diversity and innovation, while also serving as a resource hub. UPS is the official shipping and logistics partner for the storefront.
UPS not only provides the venue, but is also covering all operating expenses, which will allow Dur Doux to keep 100 percent of their profits.
Founded by mother-daughter duo Cynthia and Najla Burt in 2016, Dur Doux, which is based in Washington, D.C., means “Hard Soft,” in French. The collection is designed by Najla Burt.
“I feel as if UPS is one of those entities that they talk the talk, but they walk the walk,” said the mother, Cynthia Burt. “There are these little groups who are saying they’re trying to make a difference, but what UPS has done is something solid and real and results-oriented,” she said.
“It’s a beautifully designed and curated space,” Cynthia said.
Besides Dur Doux, the brands currently being featured this month are Áwet New York, Harbison Studio (the 2024 Fashion Trust U.S. Ready-to-Wear winner), and Shekudo. There will also be a pop-up event from V. Bellan Friday from 9 a.m. to noon. Dur Doux will be in the store through the spring.
“Essentially we’ve created our retail for BIPOC brands, where the model is they get to keep 100 percent of their profits so they can focus on scaling and growing their business, while creating a community that’s supportive in so many ways,” said Áwet Woldegebriel, who is founder and creative director of Áwet New York. They have rotated out 12 brands already since it opened in September. The initial brands in addition to Áwet New York were Muehleder, Harbison Studio, Busayo and jewelry brand Gogo.
Woldegebriel said they’ve established a rolling basis with all the brands. “It’s to make sure everyone has its moment to almost take on the store as if it’s their own retail store. They can map all their own activations. The only thing Dur Doux has to do is make sure their community knows that they are there,” he said. “The staff and administrative that are hard on a lot of up-and-coming brands is all taken care of. The only thing Dur Doux has to make sure they have inventory and they have their community and customer that knows what is happening,” he said.
“We always tell the designers that this is one you want to squeeze as much as you can and have as many activations and as many pop-ins and appointments you can,” Woldegebriel said. He said some brands have sold $20,000 a week when they’re very active.
“The best part about these two is they’re so engaged, they’re going to be here all the time,” Woldegebriel said.
The Livewear store, which will be open through 2024 and is under discussion for an extension, spans 1,700 square feet. Dur Doux, which gets up to three racks at the store, will be selling a curation of its spring collection.
The store is open Tuesday through Sunday from 1 to 7 p.m. Cynthia and Najla Burt will be present for the opening and a reception from 4 to 7 p.m. on Saturday.
