In this interview, Jonathan Meizler, founder and creative director at Title of Work, explains how the brand is changing the fashion accessory landscape by challenging industry standards and selling one-of-a-kind pieces
Male consumers have historically had fewer options and less variety when it comes to choosing premium fashion apparel and accessories. This is beginning to change, however, as luxury brands focus on expanding their men’s offers. Title of Work, a New York-based men’s accessories brand, is offering the handmade craftsmanship and unique design that male luxury consumers often find lacking, with brands often prioritizing profit margins over product.
The retailer’s founder, creative director and designer, Jonathan Meizler, crafts pieces inspired by a merging of art, science and fashion, with an assortment that includes one-of-a-kind neckties, bowties, pocket squares, scarves, bracelets, rings, pins and more, all designed and produced in New York City. Recently, the brand opened a retail-workshop space on the Lower East Side, where customers are able to purchase items and witness the craftsmanship firsthand. PSFK sat down with Jonathan to find out more about the new store as well as the brand’s commitment to transparency.
PSFK: Title of Work has a lot to celebrate recently, from your being honored with a CFDA award as a Retail Lab Winner to launching Title of Work’s 15th season. What does this store launch mean for your customers, and future plans for the brand?
Jonathan Meizler: It’s been a very exciting year to date with the Cadillac House residency and the opening of our first flagship store in the Lower East Side. We’ve always worked very closely with our retail partners including Barney’s and Matches Fashion in London, as well as Harvey Nichols in Hong Kong and Dubai. It will be an exciting experience to interact personally with our clients.
How do you think witnessing the construction of the accessories in real time in this physical retail space will add to the customer’s experience of the brand overall?
A firsthand perspective of viewing an item being produced in front of you provides an understanding of true craftsmanship and a sense of authenticity. This creates engagement and brings a shared history to a piece that the client knows was made specifically for them.
Each collection possesses one-of-a-kind handmade accessories. Is that to keep assortments fresh, or to create a sense of exclusivity?
Both. Each piece is limited-edition, which adds to the exclusivity and value of the item. We are able to offer specific pieces that are only available in the store, which gives a reason to return.
How does ‘going vertical’ benefit the brand? How do you pass those benefits on to the customer?
‘Going vertical’ is an ideal model for many reasons. It helps with inventory control and sustainability in the short and long-term, since we order, cut and produce what is needed to avoid excess waste. This lean operation lets us ‘shift and pivot’ with the changing retail landscape.
Other than crafting the pieces here, is there any further inspiration or meaning behind New York as the headquarters for the brand?
New York is one of my greatest inspirations, daily. From the architecture, to the cultural diversity, to the specific odors of each neighborhood, it is challenging to be bored here. NYC consistently changes for both the better and worse, and moving within the energy is greatly satisfying.
Seasonal collaborations with artists and photographers are a part of each collection that Title of Work develops. How will you use the rotating installations within the retail space to showcase these collaborations and capture the attention of customers?
We will incorporate a graffitied wall within the space that represents each season’s concept. This season, we have chosen Spanish photographer Jorge Perez Ortiz’s campaign imagery to be painted on the right wall. Future plans include gallery exhibitions that reflect the work of both known and aspiring artists whose work aligns with title of work’s aesthetic. This season we are also showcasing a collection of original brass objects by Carl Aubock, along with other antique pieces that work within the space.
Title of Work is proving the value of bringing a brand to life through unique brick-and-mortar experiences. For more ideas from similar inspiring brands, see PSFK’s reports or newsletters.
Lead image: Title of Work via Facebook
Male consumers have historically had fewer options and less variety when it comes to choosing premium fashion apparel and accessories. This is beginning to change, however, as luxury brands focus on expanding their men’s offers. Title of Work, a New York-based men’s accessories brand, is offering the handmade craftsmanship and unique design that male luxury consumers often find lacking, with brands often prioritizing profit margins over product.