Styleforum store profile: C'H'C'M'--Clinton Hill Classic Menswear

[shoreman1782]

Words and photos by Jon Moy

Starting out as an online shop run out of an apartment in Brooklyn, Clinton Hill Classic Menswear has quietly made a name for itself in the ever-expanding menswear universe. In the sea of internet flash sale sites, curated pop-up concepts, flea markets, general stores, and collaborations with Japanese brands, C’H’C’M’ remains largely an organic extension of owner Sweetu Patel’s sensibilities and demeanor.

One is immediately struck with Patel’s forthrightness and understated presentation upon approaching the exterior of the shop. A simple chalkboard sign sits on the sidewalk letting you know that C’H’C’M’ is just a few short stairs down. The décor is sparse, with the clothing and accessories providing splashes of color and texture. Coming from a career in the furniture trade, Patel supplied all the furniture from his own personal collection.

Setting: austere. Clothes: awesome.

The music, the furniture, the clothing; it’s all so cool without trying. Effortless is a word that has been beaten to a bloody, overused death lately, but C’H’C’M’s presentation is incredibly effortless and enviably unwrought. Nothing is too polished and it's all directly in the hands of the owner. All the photos for the website are shot by Patel and you’ll more than likely find him behind the counter everyday.

Dolphin Tale: the shirt.

“No publicity, I just sit here” Patel says with a laugh. There never was a grand announcement or any sort of publicity at all from C’H’C’M’. Word of mouth is Patel’s preferred mode of public relations. And it moves quickly, especially amongst men who dig for clothes like others dig for records or car parts. C’H’C’M’ was the first outside of Japan to carry Diemme and continues to introduce (and reintroduce) companies and labels making well made, understated clothes. C’H’C’M’ has a European leaning, which makes sense considering Patel grew up in Northampton, England surrounded by some of the giants of the English footwear industry.

Regent belts, Levis Vintage Clothing, and Fil Melange.

The clothing and the shop itself are refreshingly relaxed and unpolished. There’s a quietness about the shopping experience at C’H’C’M’. And that’s how Patel wants it. The store space is exactly how he found it, with the furniture and clothing blending well with the exposed stonework and soft gray floor. Patel was a consumer first, shop owner second and it shows in the selection. The shop feels like an extremely well edited wardrobe. Staple pieces are from companies like Mackintosh, Drakes, Fil Melange, and Borsalino. Contemporary brands like Monitaly, Chauncey, and Sunny Sports round out the selection. Each item offered blends well with existing wardrobes just as easily as it can serve as a new staple piece. The aesthetic is simple in the best sense of the word. C’H’C’M’s offerings reveal a casual, but refined attention to detail.

C’H’C’M’ is the kind of store that makes you feel a part of the discovery process. Patel freely admitted that there is no real rhyme or reason to his buying criteria. He just goes by what he likes. And that’s how the clothes are presented to the shopper—a simple offering of gems found along the way.

The first time you go to the store you may miss it, and on some level, that’s kind of the point. C’H’C’M’ is for the individual who takes a second glance, who really pays attention. The clothes are presented without boasts of exclusivity, scarcity, or collaboration. They are simply here for you to find.

For the upcoming seasons look out for Ovadia & Sons, Reigning Champ, and more.

C’H’C’M’
2 Bond Street
New York, New York 10012
Shop online at http://chcmshop.com/

C'H'C'M's cobranded Individualized shirts.

The Hill-Side accessories.

More Individualized.

 

[London]

Sweetu is one of the best shopkeepers in NY.