Fashion / Shopping

Fashion, Art, and Design Intersect at Forty Five Ten

The People Behind the Beautiful Clothes Take Center Stage at Creative Shopping Mecca

BY Promoted Series Correspondent // 03.26.18

The lineup of creators appearing at Forty Five Ten on Main this month includes three of the world’s most imaginative young fashion designers, an organic beauty pioneer, a menswear god, a witch, and one of the most prominent provocateurs of the Young British Artists movement.

To wit: Erdem’s Erdem Moralioglu, Sander Lak of Sies Marjan, Christopher Kane, Kjaer Weis founder Kirsten Kjaer Weis, Nick Wooster, Sage & Salt creator Corbin Chamberlin, and Tracey Emin.

Seeking out and celebrating innovators — the people behind the beautiful clothes, the thoughtful design, the works of art — is a founding principle at Forty Five Ten. Building on the connectivity of those realms is what most excites Kristen Cole about her new post. She was named President and Chief Creative Officer of Forty Five Ten and Tenoversix in February.

Cole, a Los Angeles native who lives in Austin with her husband, Joe Cole, and two young sons, launched the indie fashion-art-design shop Tenoversix a decade ago in L.A. The retail and curios shop has been nestled in the lobby of The Joule hotel since 2014 and has just added a new location to it since, opening in Miami’s burgeoning Little River district just a couple of weeks ago.

As Cole considers the relationship between Forty Five Ten and Tenoversix, she describes them as very connected — that of big sister/little sister, “Prada to Miu Miu, Balenciaga to Vetements.”

She also sees art as integral to both brands, as it is to Headington Cos. (If you haven’t seen the latest acquisition, the Haas Brothers’ furry, 9-foot “King Dong,” head to The Joule immediately.)

“Tim Headington is a committed collector with an incredible eye. His support of public art has really had an impact on the way we experience his retail and hospitality venues,” says Cole. “Joe and I collect, too. He’s a new board member at The Contemporary Austin, and keenly focused on the intersection of art, architecture and design.”

That makes this month’s Dallas Art Fair a unique opportunity. Cole will join Kenny Goss and Joyce Goss to co-host a luncheon for Emin, whose 2014 neon piece “I Fell in Love Here” hangs near Forty Five Ten’s Elm Street elevators. Afterwards, the YBA bad girl turned CBE and Royal Academy of Art academician will be in the store to sign copies of her latest book, Tracey Emin: Works 2007–2017.

Tenoversix, meanwhile, will revisit a concept launched at Miami’s NADA Art Fair, with a 1,500-square-foot Collector’s Lounge at the Fair proper. On offer: cards, notebooks, small gifts, a selection of jewelry from Forty Five Ten, coffee from Weekend  and a place to chill on “insanely amazing” Waka-Waka custom birch benches and chairs.

When Forty Five Ten’s store in New York’s Hudson Yards opens next year, art will be a focus there, too. Cole isn’t ready to share details, but promises the space will be “a true experience.”


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