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Proposed Rails Venture in Georgetown Area of Washington, D.C.

Clothing retailer is set to launch a new store on M Street, a bustling local area, becoming their ninth outlet worldwide in October.

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3 min read
Clothing label sets to debut its ninth worldwide outlet on M Street, a bustling locality, in...
Clothing label sets to debut its ninth worldwide outlet on M Street, a bustling locality, in October.

Speedy Scoop:

  • Southern California-style clothing label Rails is setting up shop in Washington D.C.'s hip Georgetown district later this October. The 2,200 sq ft store, leased for a decade, will be their ninth global outlet.
  • The brand, founded by Cali entrepreneur Jeff Abrams in '08, initially peddled a single hat before expanding into a line of casual wear, known for its laidback Cali aesthetic and international flair. Abrams, the creative director and founder, calls this new location a great chance for Rails to connect with locals face-to-face.
  • Once a wholesale-centric brand, Rails gained prominence in '15 when Gisele Buenchen, then wife of NFL quarterback Tom Brady, donned a Rails plaid shirt at the Super Bowl, reaching a staggering viewership of 114 million.
  • Moving towards online retail in '17, they opened their first physical store in NYC's SoHo in '20, followed by locations in SF, Palo Alto, Newport Beach, Paris, Amsterdam, and London.
  • Georgetown is increasingly becoming a hotspot for DTC brands seeking standalone stores in D.C., with brands like Faherty, Glossier, Indochino, Reformation, Allbirds, and perhaps a few others joining the fray.

Deeper Dive:

Proposed Rails Venture in Georgetown Area of Washington, D.C.

Rails, a Cali-inspired modern apparel brand, is making its mark on the East Coast with its upcoming Georgetown store. The minimalistic shop, complete with wood accents, vintage textiles, and succulent landscaping, will offer their full collection.

Rails' founding father Jeff Abrams kickstarted the brand by selling a single hat before it bloomed into a line of casual wear. The brand's unique selling point lies in its blend of classic silhouettes with innovative fabrics, promising an effortless Cali vibe with a global touch.

The brand had a major breakthrough in '15 when model Gisele Buenchen, wife of NFL quarterback Tom Brady, sported a Rails plaid shirt at the Super Bowl. With a record-breaking viewership of 114 million, Rails garnered significant attention.

While Rails initially focused on wholesale, it shifted to e-commerce in '17 and opened its first brick-and-mortar store in NYC's SoHo in '20. In just three years, the brand has expanded to eight more locations globally.

Georgetown is becoming a hub for DTC brands, and Rails is set to join the elite ranks of Faherty, Glossier, Indochino, Reformation, and Allbirds that have staked their claim on M Street.

While DTC brands like Swarovski, Yala, and MAJOR are also present in Georgetown, they may not strictly fall under the DTC category.

  1. Jeff Abrams, the creative director and founder of Rails, is set to bring his Cali-inspired fashion brand to the East Coast, with the Georgetown store marking their ninth global outlet.
  2. The upcoming Rails store in Georgetown will not only offer their full collection but will also resemble a minimalistic shop with wood accents, vintage textiles, and succulent landscaping, embodying the brand's laidback Cali aesthetic.
  3. Rails initially gained prominence in '15 when model Gisele Buenchen, wife of NFL quarterback Tom Brady, wore a Rails plaid shirt at the Super Bowl, reaching a viewership of 114 million and catapulting the brand to fame.
  4. As Rails continues to expand, it has moved from a wholesale-centric brand to one focused on online retail and brick-and-mortar stores, showcasing their unique blending of classic silhouettes with innovative fabrics, promising an effortless Cali vibe with a global touch.
  5. Georgetown is rapidly becoming a hotspot for direct-to-consumer (DTC) brands, with Rails joining the ranks of brands like Faherty, Glossier, Indochino, Reformation, and Allbirds that have set up shop on M Street.
  6. While other DTC brands like Swarovski, Yala, and MAJOR are situated in Georgetown, they may not strictly fall under the DTC category, highlighting the diversity of businesses in the area.
  7. In addition to retail, Georgetown is also home to businesses in sectors such as finance, real estate, home and garden, investing, and lifestyle, catering to various aspects of consumers' lives beyond fashion and beauty.

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