Not so long ago, the West Village became fashion central with several Marc Jacobs stores, Burberry, Ralph Lauren, and Michael Kors, but the momentum was shortlived, and many designers left Bleecker Street. Prabal Gurung is on track to bring some of that magic back with his first-ever retail store on Bleecker Street and hopes to restore the neighborhood to its former fashion glory.

Gurung’s is a part of a larger effort, spearheaded by Skylight, which brought him on designer to creative-direct the Love, Bleecker Project. Gurung helped curate other tenants on the block, including Bonberi, FLeurotica, and Slightly Alabama.

The boutique’s timing couldn’t be better for Gurung, who is approaching 10 years in business next September. We caught up with Gurung in his studio to hear more about why this store is such an important milestone in his career, and how it’s a part of his American dream.

Congratulations on opening your first store! Why did you feel now was the right time to venture into retail?

In September, it’s going to be 10 years, so this has been on my mind for a while. Also, an opportunity came our way that allowed us to have a space to tell our story.

Why does this location in the West Village feel like the right place for you?

The women who buy our clothes live around here or within the vicinity of it. It’s also within walking distance of SoHo. We are known for glamorous, beautiful dresses, but there’s another side to my brand, which often gets forgotten—casual daywear. We have loyal customers who come to us for that. Modern women don’t just dress up in cocktail dresses or just in sweats. There’s a mixture. The West Village is exactly that.

What do you love about this neighborhood specifically?

What’s not to love? Everyone I know and genuinely care about lives around here. There’s so much history to it, whether it’s music or art. I remember my first job was right across the street at Cynthia Rowley. During the time of Sex and the City, there was so much energy. I remember thinking to myself, “Maybe one day it will be good to have a little corner store here. “

How would you describe the overall look and feel of the store?

When people pass by the store, I want them to be intrigued by the space. I wanted it to be elevated but not alienating. The store should feel welcoming. People should get a general sense of the woman – and now the man – I dress…the glamorous nomad who is curious about the space he or she occupies, and the relationship they have with the world. They are travelers, or curious people excited about different cultures and worlds.

What are some of your favorite pieces?

Our black puffer! One of the reasons I launched menswear is because we had womenswear and because I had a lot of male friends who would buy a T-shirt or jacket. Holiday is coming up, so I also love the holiday dresses.

What are some design elements that are your favorite part about this store?

I would say the textures on the walls. One of the slogans we use is ”stronger in color. “But I didn’t want to do a colorful story. To me, the product is the hero. I wanted to showcase it in a way that it comes alive..

I want people to come in here and feel as if they are part of this community I’m interested in people getting to know the story of my brand and then become lifelong clients.

How do you feel this store tells the story of your brand?

More than 90 percent of our collection is made in New York, fabrics are sourced from Europe and elsewhere. It was a conscious decision to keep manufacturing within the vicinity of where my company is, because of the footprint and the environmental impact the back and forth would have.

I came to American without knowing anyone. I came with this idea and a dream to become a designer and make a living out of it. This country has given me so much opportunity.

I wanted to always give back.  I made that conscious decision when I launched my collection. I had a little bit of savings from Bill Blass, so for a good six or seven months, I received an unemployment check. That’s how I survived. Later, when I had to write a check back to the government, it was one of the most amazing feelings.

And we give back. The majority goes back to my foundation and women in Nepal.

What’s the next step for Prabal Gurung?

To grow. I have so much more I want to do.  I want to see how far I can take the company. At the same time, I always want to be very present and aware that in the rush of getting to a place I want to go, I don’t miss out on the experience of the now. The goal is to launch into different products. We see no boundaries!

Visit the store located at 367 Bleecker St, New York, NY 10014. 

Editor’s Note: This feature is part of an ongoing editorial series on designer’s retail locations.  Click here to see more.