When conceiving the concept for his first store in the Perez Art + Design district by Palm Springs, designer Paul Marlow carefully considered the elements of the ethos that makes his menswear brand so unique.

“It has been a long-time evolving concept based on the varying potential spaces, and life,” Marlow explained. “My friends Thomas [Sharkey] and Charles [Pearson], the proprietors of HEDGE, have curated this stretch of shops over the last 20 years, and it felt like the perfect fit – an educated design clientele [and] a project space with flexibility to test out this version of the store with more of an art and furniture component.”

The timing made perfect sense. The opening occurred during Palm Springs’ annual Modernism Week, and the 1,200-square-foot store adds to Palm Springs’ modernist vibe.

“It is such a restorative place with year around access to culture, and nature, and community,” Marlow said. “Joe [Mantello] and I bought a house here 1o years ago…I have been doing fittings in clients’ homes and it is fun to have a fully equipped space for appointments.”

Marlow, who had co-founded Loden Dager in 2006 with an impressive resume that includes Marc Jacobs and Tory Burch, started creating clothes under his own name in 2012.

The CFDA member’s store offers ready-to-wear, denim, knits, outerwear, and accessories along with a curated selection of fragrances and candles, tabletop items, wallpaper, vintage furniture and more.

“For the past 13 years, my business has been strictly custom work and word-of-mouth referrals – a model that meant clients typically arrived already knowing what they want,” Marlow said. “Opening this space allows me to present a more directional design narrative, and offer up essential pieces for living.”

The store also opened with an exhibition of work from artist Lucien Rees Roberts and that’s just the beginning. Future exhibitions will include Jack Ceglic, Gus Van Sant, Leanne Shapton, Thomas Dozol, John Dowd, John Huck and Bob Gunderman.

The entire process also enhanced the designer’s perspective. “For the past 13 years my business has been strictly custom work and word-of-mouth referrals – a model that meant clients typically arrived already knowing what they want,” he said. “Opening this space allows me to present a more directional design narrative, and offer up essential pieces for living well.”

Congratulations, Paul.