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Boston’s next luxe-clothing chapter seems to have a more curated, continental flair.
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“Silo” boot, $458, Varley. / Photo by Leonard Greco. Styling by Madison Trapkin.
After several high-profile departures on Newbury Street in recent years—including Dolce & Gabbana and Burberry—it would’ve been easy to assume the city’s upscale retail scene was shifting downward. Instead, it seems a new narrative could be taking hold, one that feels more intimate and, frankly, more interesting. Instead of flashy logos and oversize flagships, the Back Bay is now attracting European brands that trade in calm, craftsmanship, and a more discerning kind of luxury.
Late last fall, British fashion brand Poetry arrived, bringing its quietly refined women’s clothing—think sculptural linen separates, airy silks, and soft cashmere layers—to a serene Newbury Street flagship. Simultaneously, American Vintage—the French brand that perfected effortless basics long before TikTok declared them essential—opened on the block. And later this month, British contemporary brand Varley will join them with a thoughtfully designed boutique in a converted Back Bay townhouse. Together, these brands point to a recalibration of what luxury looks like in Boston: less about spectacle and more about materials, mood, and experience.
Leather shoulder bag, $420, and checked knitted coat, $368, both Poetry. / Courtesy of Poetry
“Hood Vitow” balaclava, $140, American Vintage.
For Poetry founder and CEO Luke Dashper, Boston wasn’t a wild-card choice. Massachusetts has long housed a strong following for the brand from its catalog and online business, which made the city a natural place to explore for a physical store. “We had never been to Boston before, [but] we felt instantly at home,” Dashper says. “The city has a charming and relaxed sophistication,” he notes—an aesthetic sensibility that mirrors Poetry’s understated luxury.
That ethos extends to the store itself, which Dashper designed. Outfitted with Belgian oak, Christopher Farr carpets, and Italian travertine, the space feels more like a warm, minimalist gallery than a retail shop. Poetry has always emphasized the tactile pleasure of natural fibers, and now Boston shoppers can experience the brand’s linen, silk, alpaca, and cashmere garments as they were meant to be encountered: slowly, intentionally, and in person.
Women’s jumper, $245, American Vintage.
Men’s jumper, $245, American Vintage. / Courtesy photo
Varley, also a women’s brand, brings a different but complementary sensibility to the block. Founded by husband-and-wife team Lara and Ben Mead, Varley is known for its polished knitwear, sculpted outerwear, refined active pieces, and sleek separates designed to move seamlessly from school drop-offs to flights to dinner. The brand saw Boston as a natural next step: a city with a strong sense of identity and customers who appreciate quality, longevity, and ease. The Newbury Street boutique will be Varley’s most residential-feeling store yet. Spanning two levels, it leans into warm textures, bespoke joinery, and a home-like atmosphere that encourages shoppers to linger rather than breeze through.
Add American Vintage’s French ease to the mix, and the pattern becomes clear: Newbury Street isn’t losing luxury—it’s refining it. Boston’s next retail chapter seems to be less about labels and more about a smaller, more curated, quietly confident kind of experience. And honestly? It suits us.
This article was first published in the print edition of the February 2026 issue with the headline: “Boots on the Ground.”
