Since 1996, the name “Concepts” has become synonymous with the retail landscape of Boston. Whether you’re into sneakers or not, the locked double-Cs have been an institution of New England, bringing relevancy and rigor to the gritty city and branching it out worldwide. Today, Concepts announces the opening of its new Boston location – one that is over five times the space of its Cambridge location. This additional space will now allow the shop to showcase its storytelling acumen through in-store build-outs, all while presenting its curated selection of gear in an elevated environment like no other. Tarek Hassen, CEO and founder of Concepts, reiterates that “We want people to come into the store, experience the brand, and do more than just buy products.”


And it starts immediately. “An example of storytelling is our partnership with Stussy, featured on the mezzanine, a “Constant Change” dedicated space.” says Darin O’Brien, president of Concepts. A full takeover by the streetwear lifestyle label of its mezzanine space offers a taste of what you can expect from the Concepts retail experience, as “something important in retail is always showing consumers something different and exciting.”

Another key ingredient is the unveiling of VRSNL, a women’s focused luxury boutique under the umbrella of Concepts and through the lens of streetwear and luxury meant to speak to the brand’s growing female audiences. It will include menswear and womenswear, including brands such as Balmain, Vetements, John Elliot, Telfar, Rick Owens, and more. You can experience VRSNL now online, or find it in-store. A Concepts Cafe also sits at the top floor, offering light treats and beverages.

In terms of what Concepts has offered to sneaker culture, you can expect the same heightened standards. Deon Point says “We’re still rooted in storytelling, collaborations, focusing on brick and mortar – these are all things we’ve focused on and things that have made us pioneers in the industry.” You can be certain that some special releases will be in the works to help celebrate the opening.

The shop officially opens on October 24th, 2020 at 18 Newbury St.

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