Ben Sherman joined the handful of British companies moving stores to this side of the pond by officially launching an outpost in Boston on Thursday night. Now open at 154 Newbury Street, the London-based brand’s new Back Bay store—its only boutique in Boston and the fifth in the U.S.—was filled with some 200 invited guests.
“We don't [want to] miss a detail,” said Dana Dynamite, vice president of entertainment marketing for Ben Sherman. “From the music, DJ, and ambiance, to the food, bold-name guests, and V.I.P.s, to me a great event would be a party that people will remember the next day." The party decor focused on all things British, with lots of flags scattered about the store.
The evening’s hosts, local author Ben Mezrich (Bringing Down the House and Accidental Billionaires) and his wife, Tonya, dressed in head-to-toe Ben Sherman. The entertainment, DJ Mom Jeans, a.k.a. Danny Masterson of That 70's Show, arrived in a Rolls Royce Phantom (provided for the evening by Herb Chambers) and played a fun mix of Brit-invasion pop.
Models clad in minidresses modeled after the uniforms worn by the guards at Buckingham Palace greeted guests at the store’s entrance and mingled during the party. Passed hors d’eourves by Newbury Street eatery Cafeteria and KiBar were cheeky takes on English comfort foods—think mini lamb pasties and ploughman's crositini—and Svedka specialty cocktails featured English rose petals.
Lingering guests spilled over to an after-party fashion show at the Liberty Hotel with surprise guest actor Chris Evans.
Ben Sherman’s foray into the Boston market comes on the heels of British clothier Ted Baker’s recent opening on Newbury Street, which will celebrate its official opening with a Mad Hatter Tea Party on Wednesday.
