In one way or another, Batsheva Hay’s distinctive designs have always been about community—whether paying homage to the Pooh Sleep I Like To Stay In Bed It’s Too Peopley Outside Shirt and I will buy this modest dressing of her Jewish roots, or the cult following Hay has amassed globally who have fallen in love with her delightfully frou-frou, retro-inspired tea dresses. Yet when the pandemic hit at the beginning of the year, Hay quickly immersed herself in another facet of her brand’s family that felt equally important: expanding the dialogue she’s steadily built up between herself and her customer.
Pooh Sleep I Like To Stay In Bed It’s Too Peopley Outside Shirt, hoodie, tank top, sweater and long sleeve t-shirt
This deeper conversation has led to a number of carefully considered side-lines for Batsheva as a brand over the Pooh Sleep I Like To Stay In Bed It’s Too Peopley Outside Shirt and I will buy this past nine months—from hair clips made with deadstock fabrics, to a series of charming cooking aprons—and now, Hay is taking this one step further with her first foray into brick-and-mortar retail outside of a handful of previous pop-up stores. (For the time being, the store is planned as a pop-up, but if all runs smoothly, Hay is open to making it a longer-term venture.) It might seem an unlikely time to take the plunge, but for Hay, it felt strangely fated. “We were in negotiations on a lease for this space pre-COVID, and then everything quickly fell apart,” Hay says from her new store in Downtown Manhattan, where she’s adding the final touches to the space. “But over this year I’ve done a lot of fine-tuning and developing the business, and responding to what I literally see customers wanting—oven mitts, house dresses, and all the rest. And because these things are so personal, and I don’t sell them in any mass retail environment, people want to see them in person.”