David Pirrotta Brands Pops Up At Privet Lives in New Preston
By Amy Krzanik
Some brands are so exclusive that you can only find them in Los Angeles, New York City and… New Preston, Connecticut. No, that’s not a typo. Thanks to Privet House owners Suzanne Cassano and Richard Lambertson’s Privet Lives pop-up shop, launched in July of 2014, New Englanders now have a chance to shop luxury brands found (almost) nowhere else.
Former collaborations include Shinola, Filson and Madeline Weinrib, and this past weekend Privet Lives launched its newest partnership, a sleek white showroom featuring David Pirrotta Brands. All 12 haircare, skincare, make up and beard-grooming brands under beauty guru Pirrotta’s umbrella will be available: Gloss Moderne, David Mallett, Verso, Grown Alchemist, Shiva Rose and more.
Cassano was familiar with Pirrotta’s lines, which are sold at Barneys in New York and Violet Grey in Los Angeles, as the grooming expert’s advice is often sought out by (and his products featured in) national magazines like Vogue, Details and GQ.
The whole idea behind Privet Lives, says Cassano, was to create a concept space for brands, designers and artisans she and Lambertson admired who weren’t well distributed in the area. The shop is completely transformed for each collaboration in order to better represent the unique vision of each creator.
And how does Cassano persuade the people she’s chosen to set up shop in New Preston? “I’m not above stalking people if I like their stuff,” she says. “When I first met with Pirrotta Brands, I was already thinking “‘apothecary pop-up.’”
Pirrotta, a Glastonbury, Conn. native who spent a lot of time in Litchfield County growing up, jumped at the chance to feature his products at Privet, which he calls one of his favorite homes stores in the country. “I’ve looked up to Suzanne and Richard for years, and for them to ask us to be part of it was such a compliment. They’re located in a small town, but everyone watches what they’re doing. People drive from all over New England to shop and spend the day in New Preston.”
Cassano, for her part, is still surprised when people say yes to these joint ventures. But mostly, she says, she’s thrilled. “We’re pretty lucky to have all of David’s products right now.” And so are we, but make plans soon, because your luck runs out on June 18.
Privet Lives (adjacent to Privet House)
13 East Shore Rd., New Preston, CT
Wednesday – Monday, 11 a.m. – 5:30 p.m.