Alex Mill, run by Mickey and Alex Drexler, opened a store in Rockefeller Center; sees additional store openings beyond the existing three.
The casual collection of men’s and women’s sportswear shuns logos, keeps its prices real and affordable, and steers clear of the fashion industry’s promotional dependence. And there’s been no rush to develop a sizable fleet of brick-and-mortar stores.
The Drexlers, along with Alex Mill president Ali Dillon and creative director Somsack Sikhounmuong, gathered at their new store last week to discuss how the brand has evolved, why they think it’s distinctive from other fashion brands, and their philosophy on continuing to open stores. Alex Mill’s two other stores are located at 1182 Madison Avenue on the Upper East Side and 77 Mercer Street in SoHo.
In 2019, Alex Mill was relaunched in several significant ways. A new vision for the brand was developed with the ultimate aim of elevating the business and its status in the fashion industry. Moving into Rockefeller Center is a step in that direction, making the brand more accessible to customers. “We are already located uptown and downtown. This time, we wanted to be in Midtown,” Dillon said.
“Consumers don’t want more clothes. They want the right clothes,” Dillon said. “Versatility is key, so you can wardrobe, with so many different pieces as well.”
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