Riding the waves of its cult-like following, Bonobos has placed its newest shop in Dallas. Don't drive too fast on Henderson Avenue or you will miss it. The new store, like the brand itself, doesn't beg for attention. It has a cool, laid-back confidence akin to the men who wear its clothes. And starting Friday, Dallas men can get in on the action.
Located at 1901 N. Henderson Avenue, the guideshop marks Bonobos' second Texas address; the first is in Austin. To give the Dallas location an artsy, personalized touch, Bonobos commissioned New York-based artist Kiji McCafferty (aka Mr. Kiji) to paint a mural that adds a geometric, funky floral pop to the side of the building. The owners plan to update the space annually with work from local and national artists.
"Dallas is a city where men take their style quietly but seriously," says CEO and founder Andy Dunn. "It is also a city where the Bonobos focus on fit is particularly resonating as we move from a looser/relaxed to a trimmer/slimmer fitting era in menswear."
The company, made famous for chinos, started out in 2007 as an internet-only concept. In 2012, Dunn signed on with Nordstrom to open Bonobos brand shops; they're also sold at some Belk's, including the one in Dallas.
But the shop on Henderson has a special feature: Shoppers can kick back and enjoy a beer while their guide does all of the work.
The concept of Bonobos differs from traditional retail stores, in that customers don't actually walk away with any clothes. Instead, Bonobos carries only one size and color of every item. The full line includes chinos, suits, dress shirts, beachwear, jeans and belts.
Customers make an appointment to get measured and determine what style they like, from options such as slim and boot cut. The store never books more than six customers at one time. They can try on clothes in their size, then place their order. The clothes are delivered in a day or two.
Dunn, who started the company because he was sick of ill fitting pants, says he hopes he's found the right fit in Dallas as well. The store features a number of neat touches including a pebble-strewn enclosed patio in back and an amusing motel-style sign in front.
"We are excited about what's happening on Henderson Avenue and hear the pizza at Louie's is killer too," he says.
Bonobo's newest guideshop is personalizing the brands online experience by offering a place to try on clothes and discuss looks and preferences with your guide.
