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A HOME FOR A ROGUE: Alex Carlton is making good on his plans to expand direct channels for his brand, Rogues Gallery, with a new store on Cape Cod. The 900-square-foot unit, the brand’s second, is located in Provincetown, Mass., on the town’s main drag.
The inky black exterior opens on a nautical world inspired by old sail lofts. Waxed sail cloth covers the floors, oily photo collages cut from vintage National Geographic magazines line two walls — a good home for the brand’s popular T-shirts, which make use of old New England iconography. Carlton also injected a heavy dose of third-party brands: jeans from A.P.C., Quaker Marine caps, slickers from Ekla, shirts from Burkman Bros., as well as basics from the L.L. Bean Signature line, the brand’s more stylish range, for which Carlton is creative director. The merchandise mix and interior stand as a prototype for future stores, Carlton said, adding the brand would look to an urban market for its next shop. In April, the brand revealed plans to scale back the wholesale operations in order to pursue a model based on direct retail and local manufacturing.