In the world of New York art enthusiasts, 57 Great Jones Street holds a special place in their hearts. It was bought by Andy Warhol in 1970 and ten years later, he rented the second floor to his friend Jean-Michel Basquiat. The building’s exterior is now almost entirely covered in graffiti, with street artists from all over paying tribute to it. Angelina Jolie, who had just arrived from Italy on a rainy Sunday morning in July, was intrigued by the artwork. Six months ago, while looking for retail spaces in downtown New York, Jolie and her eldest daughter, Zahara, stumbled upon the building. They both knew instantly that their search was over. Jolie admits to being impulsive while praising Zahara’s grounded and thoughtful nature. When Zahara agreed to the space, Jolie felt they both had made the right decision.
Atelier Jolie, an upcoming fashion project led by actor, director, and former UN Refugee Agency Goodwill Ambassador and Special Envoy, Angelina Jolie, is set to open its doors in November. The project aims to promote globally-minded and socially conscious values through a collaborative space that combines tailoring and upcycling services with a gallery space for local artisans and a café in partnership with refugee organizations. Jolie sees it as a means of supporting and nurturing the growth of talented artisans she has worked with over the years, including Justin Smith, Duke Riley, and Pierre Fouché. However, Jolie emphasizes that Atelier Jolie is not about fashion or her personal brand, but rather about building a community and creating opportunities for others. This stands in contrast to traditional celebrity-led fashion projects that often amplify the founder’s personality. Atelier Jolie’s approach is more akin to The Row, founded by the Olsen twins, where the focus is on the clothes and the commitment to quality rather than the fame of its founders.
Our tour starts on the second floor, which features a bright loft with high ceilings, exposed rafters, and benches made of reclaimed wood. Soon, a team of tailors will set up shop with deadstock and artisanal fabrics. Jolie models a pair of custom woolen gray trousers, which is just one of the many styles that will be available made to measure. The cost of a custom slip will start around $300, and repair services will begin at $10 for a hand-painted patch. They’ll also offer take-home mending kits and a stud-it-yourself activity station in the café that patrons can use for free.
Although the property has changed hands since Basquiat lived here, evidence of the prolific artist remains: the graffiti tag SAMO© (pronounced same-oh) that he coined with his friend Al Diaz is scrawled on the concrete floor. This morning, Jolie is accompanied by the brand’s president and chief operating officer, Helen Aboah, and Giles Duley, who is advising the project on corporate impact.
Duley started his career as a music photographer before evolving into “an angry man with a camera,” documenting the impact of conflict on communities around the world. Over the last 20 years, he has seen the negative effects of Western consumerism on developing countries, such as child labor, illegal extraction of minerals, pollution from fabric dyeing, exploitation of farmers, and more. “Atelier Jolie can have an incredible positive impact on artisans who have often been unrecognized and undervalued—but we also have an opportunity to start conversations about workforce exploitation, pollution, and waste,” he says. Aboah adds, “At the top of Angelina’s manifesto is also the idea that we are all creators.”
There are signs that the team is making progress: a blank canvas stenciled with the Atelier Jolie logo in white spray paint is draped over the doorway. “That was my son practicing,” Jolie proudly says of Pax, who along with Zahara has been heavily involved with the project. As a single mother of six, Jolie sees major endeavors like this one as a family project. She gets personal when discussing her children, saying, “Having children saved me—and taught me to be in this world differently. They’re better than me, because you want your children to be.”
