Boyds Celebrates 85 Years With a Sparkly New Collection, Holiday Pop-Ups and More
“It’s been fun juxtaposing our rich history with our future vision.”
Disco-ball-inspired pumps at Boyds / Photograph by Andre Rucker / Styling by Emilie Fosnocht
How do you celebrate an 85th anniversary? If you’re Boyds — the iconic family-owned luxury retailer in Center City — you introduce a limited-edition collection of designer goods, including these glimmering disco-ball-inspired pumps by Italian soulier Nodaleto ($795). The chunky gilded heels in crystallized suede capture the spirit of the store’s banner year.
“It’s been fun juxtaposing our rich history with our future vision,” says Andrew Gushner, who, with brother Alex, is a fourth-generationer at the store.
Philly-based independent marketing company Defy created the 85th anniversary campaign, with the “Boyds for Life” tagline paying homage to the store’s longstanding legacy. Components utilized vintage ads with an anniversary logo, jewel tones and a stitching motif, which can be seen on videos, billboards, window installations and in-store displays that pique your interest in purchasing something to commemorate the year.
“Boyds for Life” billboard celebrating the store’s 85th anniversary / Photograph courtesy of Defy
Among the rest of the designer goods? A hand-made cardigan by Letanne bearing an embroidered knit of the Boyds storefront on the back, various sports jackets by Isaia, and a Dries Van Noten floral dress.
The celebration continues with the first line of Boyds branded products (think hoodies, t-shirts, socks and other pieces).
Additionally, there’s a holiday market on the fourth floor of the Philly location. (Boyds also has a store in Wayne.) Shoppers can expect an ever-changing mix of products — from jewelry to gourmet chocolates to children’s apparel — each week throughout the month. Among the participating local retailers are Remark Glass, Salt & Vinegar, Addison Bay, cBOP Kids, Robertson’s Flowers and plenty more. (See the full schedule here.) A percentage of sales will be donated to Big Brothers Big Sisters Independence.
And we think all of that gives you a perfect occasion for stepping out in style.
Published as “Golden Year” in the December 2023/January 2024 issue of Philadelphia magazine.
