The New Social Order

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A Beloved Brand Expands

Earlier this month, Josh and Ivy Elrod told Racked, “We’re probably the only retailer in the world that is an authorized Herman Miller dealer and also has [L.A.–based cult streetwear brand] Braindead.” So whether you’re looking for a classy bench or a cool hat, they’ve got you covered. The pair already runs Wilder, one of Nashville’s hippest boutiques. This month they’re opening their new concept shop, Wilder Études, in Edgehill Village. As “étude” denotes a short musical composition designed to improve technique, so too will the store hone in on one idea per quarter, with its products adding vibrancy to larger spaces and wardrobes.

This time around, the Elrods are building their stock around the theme of “green.” In addition to appropriately hued jewelry, pillows, and cups, the shop will focus on environmentally-friendly and recycled products. If you haven’t already, take down the couple’s names. The ambitious pair is already plotting how they’ll introduce themselves in different cities around the U.S.

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