DuJour Navigation

Block Party

The trendy American retailer turns 10 and sports an all-new attitude on style

Known for bringing celebrity street-style fashion to the masses online and in-store, Singer22 founder and CEO Jon Singer hosted an intimate shopping event and preview of Songbird, the company’s own private label of cashmere sweaters.

“When we first started it was celebrity driven,” Singer says, meaning to say that shoppers would typically purchase items most worn by fashion It-girls—the Cara Delevigne and Miranda Kerr of the day. “But now it’s fashion driven,” he explains as the e-commerce destination celebrates a decade in the business.

Specialty cocktails by Le Sutra served the crowd as iPad stations posted near the register further enabled shoppers to browse the season’s latest stock online before each walked away with a swag bag full of goodies. Raffle tickets sold inside went to benefit the Children’s Medical Fund of New York.

What will the next decade bring for the brand leading the charge in the e-commerce space? We’ll have to wait and see. But brick-and-mortar businesses, here’s your gold standard.