Photos: Chris Emeott
Menswear boutique Jaxen Grey brings “digitally native” brands and an elevated shopping experience to Woodbury.
In the modern menswear space, there seem to be two shopping paradigms: Visit an old-school boutique for staples, like dress shirts, ties and tailored trousers, or take your chances ordering from an online brand.
For the owners of Jaxen Grey, a decidedly 21st-century menswear store that recently opened a location in Woodbury, those two options weren’t enough. They wanted to fill the gap. “When we opened our first location in 2019, everyone was shopping online and on social media,” says Adam Bevis, co-owner and fashion director. “You couldn’t touch or feel the clothes; you were buying something blindly and hoping that when it showed up, it fit and felt good.” Founder Michael Druskin decided to launch a brick-and-mortar home for “digitally native” brands, where customers could visit to try on pieces from their favorite Instagram-worthy companies and get expert advice.
Now with locations in Minneapolis’s North Loop, Edina’s Galleria and Minnetonka’s Ridgedale Center (plus one in St. Louis, Missouri), the tastemakers at Jaxen Grey have curated a collection of popular, contemporary brands and offer a welcoming shopping experience. “We want to create memorable experiences where people can try new things and push themselves,” Bevis says. “We want to help you find new things you might like.”
The decision to open a new store in Woodbury just made sense, Bevis says. “We have a lot of presence in the western suburbs,” he says. “We saw an opportunity to offer something new in the menswear space, especially on this side of the river.” Woodbury’s growth as a burg with dining, entertainment and retail offerings was appealing to the Jaxen Grey team, too.
Here, Bevis walks us through some looks for four categories of shoppers. Whether you spend your days on the pickleball court or in a window office, there’s something for everyone.
The Executive
The Executive spends most of his day at the office and wants clothes that help people see him as a leader. Whether he’s in an informal brainstorming session with peers or a buttoned-up board meeting, he needs looks that are effortless but structured. “Since the pandemic, we see these guys still want to be comfy even when it’s more formal,” Bevis says. “We also see more crossover, so they can go from the boardroom to happy hour, for example.” He suggests brands like Public Rec, which makes sleek polos and chinos that are breathable and soft. For dressier denim that can go to work, Bevis recommends Citizens of Humanity, featuring jeans that are dark-washed and slim-fitting for a more tailored silhouette.
The Athlete
For an active, sporty customer—the Athlete—Bevis goes to a fall trend that’s eminently wearable. “An oversized hoodie,” he says. Customers who spend lots of time on the soccer field or at the gym want looks that can transition easily from activity to downtime and a matched set—sweatpants plus a sweatshirt—are an easy way to accomplish that. Add a cool shirt jacket and a hat, Bevis says, and you’ve got a comfy outfit that can “take you anywhere you need to go as an Athlete.”
The Artist
The Artist is creative and unafraid to take some risks. He wants to put his own stamp, even if it’s subtle, on his clothing choices. He might add an unexpected or one-of-a-kind accessory or layer to a more basic ensemble and enjoys pops of color and texture. For this archetypal guy, Bevis suggests pieces from Jaxen Grey’s selection of international vendors. “We have some great shirts from Kardo, an Indian brand, that are hand-painted,” Bevis says. Wax London is another brand that offers interesting prints and patterns, including florals, for both pants and shirts. To amp up the layers, the Artist can check out Jaxen Grey’s curated crop of accessories—such as a soft wool beanie.
Red Rug and Suitcases: Style Society; Instagram: @stylesociety.shop
The Everyman
For guys who are reluctant shoppers—or who need easy day-to-day looks that don’t require a lot of prep or coordination—Bevis recommends stopping into Jaxen Grey to chat with a stylist who guides you through the shopping experience. “We just want to make it fun,” he says. He also assures newcomers that asking for comfort no longer relegates you to gym shorts and T-shirts. COVID-19 showed clothing manufacturers that most shoppers want—and expect—comfort, even at work. Gone are the days of starched work pants, itchy collars and heavy denim. “A lot of what we carry is extremely soft and stretchy material that looks nice but also feels really nice,” Bevis says. Brands like Vuori and 7 Diamonds capture that aesthetic, with pieces from joggers to T-shirts to blazers in performance fabrics and a range of colors.
Trending to Autumn
We asked Adam Bevis to turn his fashionable eye toward the fall scene and let us in on some current trends in menswear. What are customers looking for when visiting Jaxen Grey this season? Perhaps, an autumnal staple like a cable sweater? “Well, there’s always a place for a sweater,” Bevis says. “But we’ve actually seen a lot more traction with more casual lounge looks.” While sweaters walk the line between casual and dressy, Bevis says this fall is seeing looks that are more intentionally one or the other: elevated casual (like athleisure) or consciously dressy. He also notes that Jaxen Grey has seen demand for dresswear pieces such as blazers.
Denim is a classic for fall. Bevis says, “Not only your classic jean, but also a dressier denim that can go to the office. Lots of people are asking for that.”
Jaxen Grey
9040 Hudson Road Suite 208; 612.399.9973
Facebook: Jaxen Grey
Instagram: @jaxengrey_official
