Address: 199 Mott St. New York, NY 10012
STORY + VIDEO EDITING BY RACHEL SCHWARTZMANN – Shop BALDWIN– PHOTOS + FOOTAGE BY BRIDGET BADORE FOR THE STYLE LINE
Matt and Emily Baldwin believe in building a legacy rather than a legend.
As the successful power-duo behind BALDWIN, their eponymous (and beloved) contemporary denim brand, both Matt and Emily attribute timing as a key component that has made BALDWIN into the brand it is today. As they mentioned in our interview below, “We all are pioneering new roads of business, bringing reform to old business models, new ways to shop and engage with brand and customers. No one has the full picture, but we all contribute a puzzle piece connecting us… because we need each other to proceed in life and to build the future of what is new, now.”
Case in point, their beautiful and newly-opened flagship which is already breathing new life into the heart of the bustling Soho neighborhood. Its thoughtful curation, eclectic interiors, and distinct point of view are taking BALDWIN to new heights, by putting experience at the forefront of the brand’s values. Coupling this with BALDWIN’s intentionally designed pieces and premium denim, we have no doubt the duo’s efforts will be well-received by the downtown set who are looking to seamlessly marry fashion, function, and sustainability.
Speaking more to those ideas, we had the opportunity to chat more with Matt and Emily in their prime during the shop’s grand opening. There, they kindly shared more of their respective stories, thoughts on craftsmanship, and how creativity has informed their personal and professional lives. Discover the full story below, featuring exclusive photos from our visit captured by Bridget Badore for The Style Line.
“No one has the full picture but we all contribute a puzzle piece connecting us… because we need each other to proceed in life and to build the future of what is new, now.”
– Matt Baldwin
I’m Emily Baldwin. I am a
creative. I am a passionate driven mom, wife, friend, and philanthropist. I enjoy traveling, discovering micro-culture, fitness, wellness, music, art, architecture, eventing, having fun with family and friends. I value time, honesty, honor, transparency, work ethic, laughter, wisdom, nature, freedom, relationships.
I’m Matt Baldwin. I have a
statement that has been a common thread for me in life. “Experiential knowledge builds the future.” I’m locked into passionately building a legacy, not a legend. Life has taken me from growing up in the Midwest to living on the East Coast to play basketball and golf, back through Colorado pursue my love for snowboarding and then to Los Angeles to complete fashion school at FIDM before heading back to Kansas City. Through my travels, I’ve found a love for travel and people culture. I love to experience great food in cities with an original heartbeat of unique people creating hospitality, art, music, architecture, design, entertainment and sports. I’m always down to experience the power of NEW.
Talk to us about denim. Why do you think it’s the ideal piece for modern shoppers looking to hone in on their style? Aside from your profession, what do you personally love about denim/incorporating it into your everyday personal style?
Congratulations on the opening of your new location(s)! How do you hope this enhances the BALDWIN experience and lifestyle?
Emily Baldwin: We have owned clothing stores for 14 years in Kansas City so we know that experience is everything. We are excited that you can see the collection come to life through our architecture, the music, the scent, and our team. Baldwin is a true lifestyle brand, so this gives people the opportunity to walk in and see it from our perspective.
What is one question you wish people asked you more often?
“Sustainability is the holy grail goal of business… it’s more than the execution it’s a state of mind. My passion is to make the business live on to ALL that the vision was meant to mature into.”
– Matt Baldwin
We love that BALDWIN is for the individual and built upon authenticity. How has this idea evolved since first launching the brand? How do you think the brand’s new location in NYC will play into this narrative?
Emily Baldwin: We began claiming back our clients worn in raw denim. Each one looked unique and told that person’s story. We take those jeans as our wash template each season to create a denim wash based upon a personal story. It’s a very authentic approach to creating our denim. We also believe every person is one of one, so we are excited to individually take care of each person who walks in the store and find their own unique pieces of the collection.
Would you say sustainability or sustainable thinking plays a role in how you approach crafting each collection?
Matt Baldwin: YES! Sustainability is the holy grail goal of business… it’s more than the execution it’s a state of mind. My passion is to make the business live on to all that the vision was meant to mature into. Sustainability has its barriers at every point of growth because the question at the 30,000-foot view is how one person’s vision can create a business that is viable and relevant in the global market in growth and continues to grow given seasonal market headwinds. It is my passion to pursue this at every stage of the business to see the company be sustained for decades down the road thus creating sustainable practices that benefit both the customer and the environment.
How do you think creativity contributes to some of the world’s bigger conversations and what role is Baldwin playing in this?
How would you advise the next generation of designers to leave an imprint in the world, simply by doing what they love?
Matt Baldwin: Creativity is the force to build the future. Imagination and dreaming are vital to us all. We are only limited in life by what we believe is possible or impossible. “Impossibilities are OUR fuel for our possibilities. Build a legacy… not a legend.”