Paris Laundry’s Innovative COOL

How Guy Samuel is single-handedly revolutionizing streetwear by going back to the basics with luxury tailoring and quiet details. Photographs by ALEXZ ROSE. Story by JAMES R. SANDERS.

I was the first to arrive at STK in Atlanta’s Buckhead section. After brushing through what appeared to be a packed house, I was taken to the second floor where a beautifully set table was center stage. I was able to choose where I would sit. After moving twice, I finally settled on the bottom of the table, across from the door so that I could see who would come and go throughout the evening. If I got bored, I’d be able to slip out with ease.

About 20 minutes into updating my stories on social media and choosing the correct song, other press began to pour in — and then a merchandiser, and then a publicist, and then a sponsor.

Finally, Guy Samuel arrived. And that was the first time I met the designer of luxury streetwear brand Paris Laundry.

I didn’t know anything about the label. The dinner was a networking/showcase hybrid before the popup that would happen the day after.