New shoe store, men's underwear store, coming to South End

Looking for a new place for your men's underwear, swimsuits, and gym clothes? Check out Brief, opening this summer in South End. And in the same building, opening later this summer, Shu is planning to open with women's shoes, handbags and accessories for sale.

The stores are at South Tryon Street and Summit Avenue. An exact opening date hasn't been announced yet, but owner Dan Mauney is trying to get Brief up and running by July and Shu by August.

Brief has a Facebook page with some more pictures and options to follow it for news about the store (There are many pictures of men in their underwear, as you might expect, so open with caution depending on your workplace etiquette).

Here's a description of Brief from the email I got this weekend about the store:
"Redefining how men wear underwear, BRIEF opens in South End this Summer offering one of the strongest collections of men's underwear, swimwear and loungewear. No longer the accessory, BRIEF will offer the latest and best designers in the three categories."

Mauney said the stores have been in the works for about two years, and he's been eyeing the South End space for six months. He plans to turn the 8,200-square-foot former office furniture showroom  into the two stores and an event space: 4,000 square feet for Shu, 1,000 square feet for Brief, and about 3,000 square feet for events such as trunk shows.

"I'm working around the clock to get things ready," said Mauney. The stores will each have their own entrances and staff, but will share a hallway and bathroom facilities.

Although Shu will start with only women's shoes, Mauney said he hopes to expand the selection to include men's shoes by spring of 2014.

Mauney said he's excited to be opening his stores in South End, and hopes the neighborhood's vitality will be a boost to his business.

"Every time I looked at another space, it sold me more on the South End location," he said.


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