Wednesday, February 3, 2021- [Detroit, Michigan]: Greyson Clothiers, a boutique brand selling fashionable, functional and high-performance golf and activewear, will be expanding its retail strategy and opening a new location at Bedrock’s 1500 Woodward Avenue in Downtown Detroit. The brand will be relocating from its former smaller space in the First National Building and joining a dynamic community of local and national businesses including Three Thirteen, H&M, DOSE Collective, Le Labo, Flowers for Dreams, The Lip Bar, House of Pure Vin and more.
“In the nearly two years that Greyson has been in the city, we have been so fortunate to have an outpouring of support for our brand,” said Charlie Schafer, Founder and CEO of Greyson Clothiers. “We have been afforded many opportunities to give back to the community, and I am excited for what is to come as we grow alongside the City. I look forward to more community outreach, exciting partnerships with local businesses, and expanding our ability to give back.”
Set to open mid-February, the shop will showcase a wide variety of Greyson products. Guests will be invited to experience a unique retail setting in the heart of downtown, nestled blocks away from Comerica Park and one block up from the Shinola Hotel. Greyson prides itself on taking a creative approach to retail. Onsite embroidery for embellishment of products and a “Detroit Capsule” of men’s and women’s apparel are just a some of the unique activations planned for the store.
“Welcoming another small business to Woodward Avenue is a very exciting moment for us,” said Ivy Greaner, Chief Operating Officer, Bedrock. “Unique brands like Greyson are what continues to make downtown Detroit a shopping destination and we cannot wait to watch their creative concept continue to grow.”
The focus on community is a key element of Greyson’s Detroit presence. Partnering with Detroit PAL, Greyson hosted a summer event to immerse Detroit’s youth into the sport of golf. Attendees had the opportunity to meet the founders of Greyson’s partner brand East Side Golf, Olajuwon Ajanaku and Earl Cooper, as well as Greyson Brand Ambassador Maurice Allen, World Long Drive Champion. A day of golf, lessons in life, as well as lunch and Greyson swag rounded out a memorable day for the young guests. The partnership with Detroit PAL continues with additional efforts to raise golf awareness in the community’s youth.
Greyson is a premier apparel partner of the Rocket Mortgage Classic for the third consecutive year. Launching at the 2019 Rocket Mortgage Classic, Greyson’s 313 Capsule collection of apparel and accessories was designed to connect with the local community. Appearances and events with PGA Tour player Morgan Hoffmann supported the Midnight Golf Program. Proceeds from store sales went to support the Rocket Giving Fund in 2020 and the program is expected to continue throughout the years.
A more robust corporate partnership program is set to roll out in the new space. Giving back, creating new business and employment opportunities, as well as leveraging the internal Greyson community to support the growth of the city, are all part of Greyson’s plans to make a positive impact.
Greyson breaks the traditional rulebook for retail. Featuring apparel that ranges from athletic and golf clothing to dress sport, the apparel is built from technical fabrics with the optimal functionality and comfort in mind. Delivering timeless styles combined with the latest fashion trends, the pieces can be worn on and off the golf course. “As we grow, we have had the opportunity to expand certain product categories to support an everyday lifestyle. Loungewear and accessories have been a large focus for us as we round out our lifestyle collection,” shares Schaefer. Greyson continues to curate and specialize in bespoke limited-edition accessories and apparel.
Greyson initially opened in Detroit as a pop-up in the Spring of 2019, in conjunction with the inaugural Rocket Mortgage Classic. Ready to solidify its footprint in Detroit and build for the future, Greyson is thrilled to enhance the experience for its customers in this space. By creating clothing that supports performance at the highest levels while also incorporating superior tailoring and construction, Greyson has pioneered the idea that sport, tailored fashion, and functionality can coexist.
Since establishing a physical footprint in Detroit, the team has more than doubled as new local talent has been acquired to build out Direct to Consumer, design, and operations teams. Offices to support these key functions are in the works to further expand the presence in the downtown area, with a long-term hope of making Detroit a long-term strategy for Greyson.
Hours of operation, upon opening:
Greyson Clothiers was born as a result of Founder and Chief Creative Officer, Charlie Schaefer’s life changing decision to leave Ralph Lauren after 13 years as SVP of Design to focus on his greatest passions, Sport and Design, centered around golf. By building a team rooted in the symbolism evoked by the wolf, Strength, Loyalty, Spirit, and Community, Charlie’s vision has been actualized.
A long-time goal for Charlie has been to base his business in Detroit. Grateful for what his hometown has done for him and inspired by the history and people of the city, having a storefront and a team of dedicated employees on the ground in Detroit is a dream come true. Supporting the rebirth of the city of Detroit while simultaneously growing his brand is a beautiful merging of longtime goals and new ideas.
Bedrock, Detroit’s largest real estate company, is a full-service real estate firm specializing in acquiring, developing, leasing, financing and managing commercial and residential buildings. Since its founding in 2011, Bedrock and its affiliates have invested and committed more than $5.6 billion to acquiring and developing more than 100 properties, including some of the most significant new developments that Detroit and Cleveland have seen in decades. Bedrock’s portfolio totals more than 18 million square feet of office, retail and residential space within new construction and adaptive reuse projects.
The majority of Bedrock’s hundreds of office, retail and restaurant tenants in Detroit’s technology-centric downtown are new to the market. Notable office tenants include Coyote Logistics, Microsoft, Quicken Loans, LinkedIn, StockX, Universal McCann, NPower and Ally Bank’s national headquarters. Notable retail tenants include H&M, The Lip Bar, 6 Salon, Nike, Shake Shack, Buddy’s Pizza, Eatori and countless others.
Bedrock is currently developing a number of landmark projects across downtown Detroit, including the Hudson’s Site, the Book Tower restoration and City Modern. Creating unique experiences through real estate is Bedrock’s mission and to make this a reality, Bedrock and its affiliates continuously invest in significant placemaking and public art initiatives throughout the city.
In 2020, Bedrock became one of the only landlords in the country to launch several initiatives designed to support small business and retail tenants during the COVID-19 pandemic, which continue today with heated outdoor dining experiences, free parking and a drive-in movie theater.
Partnering with Detroit-based Shinola, Bedrock developed the world’s first Shinola Hotel on Woodward Avenue, which opened in early 2019.
Click here to view a complete timeline of Bedrock and the Rock Family of Companies’ engagement within the Detroit community.