“NoHo instantly felt right. It’s the New York equivalent of Le Marais, where we opened our first Paris store, so the connection was obvious.”
Jimmy Fairly is an obsession among Parisien It girls. Under the striped awning of the boutique in Le Marais, models sip caps and snap selfies in Jimmy Fairly sunglasses. The oversize hunting green canvas totes have become a style status symbol, signaling membership in the cult of Fairly.
The French brand’s first U.S. store in NoHo is more a cultural handoff than just a retail expansion. New York’s style set is already lined up and down Spring Street. MAGGIE DAVIS meets founder Antonin Chartier in Paris.
Jimmy Fairly has devout followers.
Customers kept coming back for new pairs. Suddenly our totes were everywhere from Paris to major European cities. We started to develop a loyal following of celebrity fans – Bella Hadid, Jennifer Lawrence, Suki Waterhouse, Jourdan Dunn. It became clear Jimmy Fairly had become a real cultural moment.
Now you’re in NYC.
Opening in the U.S. has always been a dream. Right now, America is our biggest online market. NoHo instantly felt right. It’s the New York equivalent of Le Marais, where we opened our first Paris store, so the connection was obvious.
Jimmy Fairly stores are like club houses.
We bring the same warm, welcoming experience that makes every customer say ‘wow’ – a space that feels more like stepping into a friend’s apartment than a traditional store. It is about reinterpreting that energy for New York, while staying true to our promise of fashionable, accessible eyewear. It is about the perfect equation of art and commerce. Our creative studio has artistic autonomy, so our collections always reflect our aesthetic identity. The brand perennially aligns with creative industries such as art and music. That permeates across the store design – the vintage vinyl and speakers – and to our ambassadors and community.
I love carrying my Jimmy Fairly tote.
Our tote bag is sought after! It’s become something of a signature. People come into the store specifically to pick one up. Whether you’re in Paris, London or New York now, there’s always a piece of the brand that travels with you. Whatever we create naturally carries that French touch. For New York, we let our design language evolve with the city while staying true to the Jimmy Fairly world people love. In spring, the New York store is café-style seating outside, channeling the intimacy of a Parisian bistro.
The NoHo store is a hub of French chic.
We’ve been amazed by how many people already know the brand from traveling in Europe or discovering us online. And new customers are delighted to discover the price point and that we offer eye exams and prescription fittings in-store. We decided to release an exclusive capsule of our four best sellers — The Gabrie, The Emmy, The Elvie, and The Idro in green, a signature color for the brand since inception. They’ve been a huge hit.
“In spring, the New York store is café-style seating outside, channeling the intimacy of a Parisian bistro.”
Jimmy Fairly has done a ‘buy one, give one’ with each pair sold since day one, helping over a million people have access to glasses.
Social impact is our DNA. We will always stay true to those missions. As we grow globally, each new territory brings opportunities to intersect those tenets at a grass-roots level. That is what we are focused on for the future. We see huge potential in the U.S., but we want to grow in a way that feels intentional and true to the brand. We’re looking for the next locations in major cities. It is important to me as a founder that as we scale, we stay true to the original concept for the brand – accessibility, elevated design.
