Andre Williams opened his first All Weather Selvedge (AW) brick-and-mortar store location at The Promenade Shops at Saucon Valley back in 2021, but now, he's made the move to the Simon Property Group at the Lehigh Valley Mall. Williams is excited about the move for a few reasons, noting that his new space is larger and has a layout more conducive to his art gallery/comic book theme. “The suite is deep as opposed to wide, and every inch of wall space is set up to hang product and media. I have the ability to display a wide range of styles and hold a ton of product on the showroom floor,” he shares. “As I expand my style offering, it will be easy to design a creative display pattern and still manage to keep the floor relatively free and open.” Williams says his offerings haven't changed too much, but customers are responding well to his new branding, logo design and catch phrase: “By Any Jeans Necessary.” “I am still carrying my mainline items under AW, DKShin and Runningman; a healthy total of 17 styles. However, AW is on the brink of a huge pivot into women's selvedge denim. We have 10 new fabrics to explore in three fits; athletic, straight and slim. Overall, I'm looking to introduce 30 new styles,” he shares. “I believe the right product at this time is women's selvedge denim. There are very few brands in the premium market that are exploring this lane. But I am equally excited to join the Simon Group ecosystem. They definitely have a formula for creating a vibrant and diverse retail experience.”
Lehigh Valley Mall | donandswagger.com
Published as “Trending Now” in the May 2023 edition of Lehigh Valley Style magazine.
