Daniel Day — better known as Dapper Dan, his nom de knockoff — is reopening his famous studio and atelier with the support of Gucci. Dapper Dan’s boutique is back, this time in a Guccified brownstone on Lenox Avenue in Harlem. And things will be a little different this go-round. Instead of Dap tweaking and recontextualizing other brands’ goods on his own, Gucci itself will provide him with materials, patches, prints, and all the rest. Basically: He’ll be making custom Dapper Dan Gucci gear. And in a fashion moment that prizes super high-end fashion, logo-heavy streetwear, and collaboration for collaboration’s sake, Dap’s new Gucci productions are sure to become major celeb status symbols when the shop opens—by appointment only—in January.
What’s more, the two will collaborate on a capsule collection that will be produced and sold in Gucci stores worldwide next spring. Mr Day himself is the model in Gucci’s new tailoring ad campaign, shot on the streets of Harlem, where he met Mr Michele at last. Occupying 4,700 square feet with room for a storefront, parlour and on-site production area, the new atelier occupies a historic brownstone that used to house a private school for girls. Interior decor includes vintage furniture and archival photographs from Dapper Dan’s heyday.