Apt 606 stands in stark black and white contrast to the neon and pastel that is the hallmark of Miami fashion. Owners Lee and Dune stay rocking all black, making the simple choice of t-shirts, jeans and boots a profound visual statement. Asked about the monochrome palette Lee says: ”I mean, it’s still color. Black is just like your mentality and it’s a beautiful thing, it’s very minimalist, its very clean, it’s a statement. Because I guarantee you right now, you walk outside in all black and people are looking at you like, you know it’s mysterious, it’s calm.”
Black is also elegant, heightening the impact of impeccably designed details. And this is the essence of Apt 606′s identity. The core brand roster includes Rick Owens, Boy London, Public School, Julius, BLK DNM, Raf Simons, Alexander Wang, Surface to Air and Marcelo Burlon. It’s like a little piece of the Meatpacking District in NYC broke off and floated south.
For Lee and Dune these are more than brands, they are a lifestyle. They wear the clothes and study the designers – learning everything from where they source their fabrics to the influences that inform their design choices. Shopping at Apt 606 is like taking a master class in the future of urban menswear. ”They just don’t hand you their brand, they want to make sure that the person that’s representing their brand are decent people that respect the business. So when they look at me and my partner, they’re like ok who are you?” To answer that question, and be entrusted with the brands the duo admire, Lee and Dune built a deliberate reputation, ending up on the radar of street legends like Teyana Taylor and A$AP Rocky.
While most boutiques in Miami cater to the city’s numerous athletes, rappers and producers by stocking the high end names those customers use to signal their wealth, Apt 606 is dedicated to their vision. ”If you call me and say ‘hey I need this particular hype brand.’ I’m not going to do it. I’m not a shopper. Now, if you like the looks that I provide, that’s totally different. If you’re not into the lifestyle that I’m into, or trying to be into it, then it’s hard. I can’t sit here and just put you in something just because. I have to like it.”
Not only are the clothes well chosen, but the location is too. Lee and Dune placed their supper swagged boutique in the Wynwood Design District, which is definitely the place in Miami to create a style mecca. To see more of Wynwood, check out W+P’s photo-tour of the famous graffiti city here. There aren’t many stores like Apt 606 in Miami because of this,it draws a distinctive clientele looking for fashion’s cutting edge. ”I have customers that come in here, they want to be educated, what we are trying to do is …curate the clothes.”
To learn more about Apt 606′s meticulously curated collection hit up their site, their badass tumblr page and follow them on IG @apt606. In September the boys will be making their unique curated style more accessible with the addition of an e-commerce store. Coupled with the additon of brands like Christopher Kane, Kenzo, Kris Van Assche, Acne, Phillip Lim and Juun J for S/S14 and you can see why W+P digs Apt 606.