Cutting it: Yigal Azrouël on His New Cut 25 boutique And His Other Passion

Yigal Azrouel at his new Cut25 Boutique in Soho

Yigal Azrouel at his new Cut25 Boutique in Soho. PHOTO CREDIT: Billy Farrell/

Designer Yigal Azrouël knows that making it in the fashion business takes a marathoner’s mindset: careful pacing, determination and a good dose of sheer chutzpah.

Azrouël — in fact a two-time marathoner himself — has been hitting his stride, so to speak,  in the past few years and his focus and drive are paying off.  Just last week he opened the first retail store for his Cut 25 contemporary collection on Grand Street in Soho, and will be debuting the line’s first full handbag collection next year.

The Cut 25 line launched in fall 2010 at Bergdorf, Saks, Nordstrom, Bloomingdales and other top specialty stores, and was an answer to what Azrouël felt was a hole in women’s apparel.

“I got a lot of requests from clients, and both Bergdorf [Goodman] and Saks [Fifth Avenue] asked, because there’s been

Yigal Azrouel red blazer in Harper's Bazaar

Yigal Azrouel red blazer in Harper's Bazaar

something missing in the market,” said Azrouël when we spoke with him at a Cut25 trunk show for Saks Fifth Avenue’s South Coast Plaza store. “It’s either too dressy or too casual. But nothing between.”

The new Soho boutique — with nearby neighbors such as Stella McCartney, Derek Lam and Opening Ceremony — is a fitting first home for Cut25, which is a trendier sister brand to his designer collection. Yigal Azrouel's Cut25 boutique on Grand Street in Soho

“It’s more for a customer who can’t afford the regular line,” said Azrouël. “Someone a bit younger.”

Younger, perhaps, but still with plenty of chic to satisfy both Azrouël’s uptown customers and his cool downtown girls. This spring’s collection features everything from sorbet-hued silk dresses to sharply cut techno knits in neon and his trademark motorcycle jacket. And Azrouël said that he hopes to add sunglasses, swimwear, shoes and denim to the mix in the future. Butter London Nail Color for Yigal Azrouel(p.s. We love the custom nail polish colors and ombre nails created by Butter London for the Spring show: Slapper, Bossy Boots and Trout Pout.)

The Israeli American designer also said that he plans to open at least five more free-standing boutiques in the next year, but other shop-in-shops and concepts are also in the works. We’re waiting for the L.A. boutique, of course, but it seems we may have a couple of other New York ones in line ahead of us. (Come on, Yigal, the Big Apple already has one!)

While Azrouël is clearly excited for all his success, the one goal he really has his sights set on is running the Boston Marathon.

“I love the training part,” said Azrouël, his face lighting up. “It’s just an amazing experience.”

Who knows? Maybe he’ll just have to add chic running gear to the mix soon!


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Author:Michelle Dalton Tyree

Fashion Trends Daily is the brainchild of Michelle Dalton Tyree. She is the former West Coast Retail Editor for Women’s Wear Daily, Fashion Editor for The Japan Times, and founder of former L.A. luxury boutique Iconology. Michelle is frequently quoted about fashion retail trends in major media outlets such as NPR, KPCC, The Inside Source and the New York Times. She has developed content for many luxury brands and retailers and has written for Allure, Worth Global Style Network, Footwear News and other media outlets.