Moris Fashions moved to its new location on Friday at 226 N. Euclid, just down the street from its old location on Maryland Plaza in the Central West End.
Not only did the store change its location, but it completely re-branded itself with a new name and a new vibe.
After dropping the women's store last year, Moris changed its focus entirely to men's fashion and has now changed its name to Moris Men's Shop.
In order to make way for lululemon in the Central West End, Moris took the opportunity to move to a smaller location on Euclid and change from a contemporary look to what owner Brian Smith describes as a polo club meets turn-of-the-century saloon.
"The new location is very much a men's club," Smith explains. "We have a 60-year-old bar, vintage liquor bottles, and a much more rustic feel. We based the store after some men's shops in New York, and worked with local designers Temple & Hentz. It feels intimate and hip—a place where you want to come and hang out. "
In addition to the new vibe, Smith says the fashion will be more workwear-driven. The store will carry a few new designers exclusive to the St. Louis area, including Ethan Williams and MAX & Co, and will add more new lines with the fall merchandise.
Moris Men's Shop will be rolling out new branding with a new logo and will host a grand opening for the new location in the near future. Follow Moris Fashions on Facebook for updates.
