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Boys Don't Cry is the Newest Addition to Menswear in Paris, France

 - Jun 17, 2019
References: bdc-paris & highsnobiety
A new menswear boutique opened its doors on Saint Germain des Près in Paris, France. The retail activation mixes sophisticated men's offerings — fashion, books, art, and design, while the aesthetic of the space remains versatility-focused.

Recognizing the need for brick-and-mortar establishments to be as adaptable as possible, founders of Boy's Don't Cry (BDC) — Sophie Mechaly and Felix Boehm, commission designer and architect Payam Askari to be in charge of the aesthetic development.

The creative draws reference from the neighborhood's design cues. The interior of the menswear boutique proves to be quite imaginative. Payam Askari introduces materials that are rich and diverse in texture — from the walls that "are covered in a soft, paper-like plaster" to the "eye-catching neon art piece."

Photo Credits: Giaime Meloni, Courtesy of BDC / Studio Payam Askari