American fashion designer Billy Reid is moving into Birmingham’s Pepper Place. Known for clothing reflecting “broken-in luxury,” the Florence-based creative is set to open a dynamic lifestyle retail store this summer integrating points of inspiration, including authentic Southern food, art and music. These lifestyle components will serve as a backdrop for his celebrated collection of clothing and accessories for men and women.

Since its inception more than 20 years ago, the Billy Reid label has cultivated a dedicated following for its effortless blend of Southern sophistication and hardworking, high-quality seasonal clothing. Billy Reid is sold in 13 namesake stores across the country, including its flagship in Florence, Ala., two locations in New York City and the recent addition of Birmingham’s thriving Pepper Place district.

“Our new Pepper Place retail concept is a lifestyle extension of the Billy Reid brand, bringing the soul and flavor of the South to life through fashion, music, food and art, much like our annual Shindig festival,” noted designer Billy Reid. “I’ve had my eye on Birmingham for a while and am proud to put roots down in Pepper Place. The space itself radiates the gritty, industrial history of the city and the district already houses some of the most well-respected creative minds in the region, which will only strengthen our concept.”

Following the announcement of James Beard Award-winner Chris Hastings’ restaurant Hot and Hot relocating to Pepper Place and the area’s recent designation as an entertainment district, the addition of a Billy Reid retail concept reinforces the district as Birmingham’s creative hub for design, décor and cuisine.

“Sloss Real Estate is thrilled to bring yet another Southern tastemaker to Pepper Place. The addition of Billy Reid’s lifestyle retail concept is an exciting representation of how the face of retail is changing through experience-driven concepts,” noted Sloss Real Estate Chief Operating Officer Tom Walker. “The Billy Reid brand is one that generates an enormous amount of excitement within every creative industry, not only in Alabama, but also nationwide. Billy’s first namesake store in Birmingham is a perfect partner for Pepper Place, and we are excited to share more details very soon.”

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