One late Saturday afternoon on a quest to find a hangover cure in the form of overpriced juice, I chanced by ÉCOLE, an online retailer hosting a popup shop for NYFW. Just walking by the shop at 2 Rivington Street, I was drawn in by a pair of flawless, mid-top grey Common Projects in the window. If you’re a follower of Parts & Form you would know very well that I live and die by my Common Projects. Having had just woken up to last night’s regrets of spilled drinks and scuffed sneakers, a fresh outfit was on my mind and my hangover took the backseat. Stumbling into ÉCOLE’s minimal shop, I was greeted by the founder and CEO, Jorge Cosano, with whom I had a brief chat.
A few weeks later, we sat down with Jorge Cosano at the ritzy Nomo Soho to discuss his undertaking of ÉCOLE, his approach to fashion and his thoughts on the future of the menswear.
At a glance at ÉCOLE, you’ll see an array of street style photos (featuring one of our favorite photographers, Adam Katz Sinding). The ethos of ÉCOLE is largely founded on Cosano’s personal philosophy: simplifying and innovating the men’s consumer experience. Parallel to what we do at Parts & Form, ÉCOLE breaks down street style outfits and features styles inspired by these looks.
Founded in 2015, the young company has already built an impressive collection of partners. Embodying our Parts & Form philosophy, ÉCOLE is built around stylish but high quality basics. Partnering directly with the designers and closing the link between consumers and brands, Cosano hopes to build a shopping platform that allows brands to develop and showcase their distinctive image. The array of NY and LA brands include a variety of our favorites:
“How do we make fashion approachable to guys”
Cosano sees a major gap in the men’s market where supply falls short of demand. Today, more and more men want to look good but don’t necessarily want to spend a fortune and a whole Saturday afternoon in Soho sifting through clothes. Cosano hopes to innovate the shopping experience for men by minimizing the number of brands presented and tailoring recommended styles based on individual preferences. There’s an inherent difference between the way men and women approach shopping and ÉCOLE is building a solution to address that.
On the Platform
The majority of the garments curated on ÉCOLE are meant to allow different combinations and re-wearability. The colors are muted and designs, intelligent. The online platform is a mix-and-match layout of combinations of potential outfits that users can then swipe through to explore variations of ensembles. Swiping through outwear, tops, bottoms and shoes allows users to make purchases based on complete outfits rather than browsing for pieces individually.
“My grand vision is to reinvent how eCommerce happens — how you create a better shopping experience for consumers and how you create a valuable channel for brands.”
ECOLE’s strategic retail model lies in their inventory. Carrying large stocks of select pieces from each brand, ÉCOLE removes the trivial seasonality in menswear. By focusing on core pieces and circumventing season to season collections, ÉCOLE has built an online retailer in line with the what we’re trying to advocate here at Parts & Form.
Altogether, ECOLES simplifies the process of purchasing menswear. With just enough control over individual preferences, the platform has made styling an outfit effortless. ÉCOLE is an innovative experience that enables seamless shopping and effortless discovery of new brands and core pieces that work with the rest of your wardrobe.
Jorge Cosano’s Uniform
We asked Jorge Cosano to pick out his favorite everyday pieces