HEARTLESS
‘Heartless is still in its infancy but has taken huge steps over the last 18 months,’ says James
Brown. ‘It has become a destination store in its own right, not just for those who live in Essex
but for anyone looking for something they can’t find anywhere else. We are the only UK stockist
of Mastermind for AW08 and have had people come from all over just to buy the brand to give
an example,’ James adds.
Darren Rudland, Heartless’ manager and head buyer says: ‘We wanted to offer something different,
something that stood apart from the mainstream of Gucci and Prada so we chose our key
brands - Mastermind, Attachment, Drestrip and Balenciaga – to reflect that idea. Working from
that sort of backbone our brand mix has flourished into a range of modern classics as well as up
and coming designers. We set out to offer luxury and exclusivity at the same time – something
that has remained central to our success.’
Heartless also houses a glut of exquisite lifestyle accessories. A selection of frames by Chrome
Hearts sits alongside a collection of the now cult motorbike helmets by Les Ateliers Ruby. Leather
accessories by Want Les Essentiels nestle beside an assortment of limited edition titles by
luxe publishers Assouline while vintage Vuitton trunks lounge beside the stunning Santa Maria
Novella grooming range, previously only available in one other UK store.
James Brown is also a big urban art collector, a hobby that transcends the store. Works by
D*Face, Know Hope and Herakut all line the store’s walls while music, hand picked by legendary
record store Rough Trade, pulses in the background. Hear something you like? The beautifully
packaged CD’s are also available to buy.
The Heartless ‘Black Service’ was created for those that require a little bit more attention and
a lot more adventure. The very important person can enjoy a door-to-door service to Heartless
in one of the store’s “super fleet”: a matt black Lamborghini, an original 1960’s silver Porsche
Turbo or how about the more leisurely split screen VW Camper Van or classic VW Beetle? Drinks
on arrival and a personal shopper ensure the shopping experience is as effortless as possible.
After the client has shopped he is then dropped off at his destination.
The Heartless e-shop will launch in early October 2008 and will offer the Heartless experience to
men internationally who are looking for something different – from those hard-to-find designer
labels to the latest cult buy from a quirky Japanese brand.
New labels for SS09 include Comme des Garçons, Marc Jacobs and Bottega Veneta – another
UK exclusive for a men’s independent - and will also sell Tomas Maier for Bottega Veneta furniture
on request. September sees the arrival of the limited edition collaboration between Heartless,
The Elder Statesmen and Dr. Romanelli. There will be 6 pieces in total that will be sold on
a first come, first serve basis.
With a London-based store on the Horizon the future is dark, the future is Heartless!
Be sure to visit the online store at: www.areyouheartless.com
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