We recently caught up with Luis Bernard, store manager at Buck Mason Coconut Grove, to talk about what drew the brand to Miami’s oldest neighborhood, what makes a garment worth keeping for decades, and why the Grove felt like the logical home for a company that doesn’t like rushing things.
Buck Mason was founded in Los Angeles with a straightforward but increasingly rare ambition: to make clothing that lasts. Drawing inspiration from what the brand calls the “Golden Age,” the 1940s, 1950s, and 1960s, the company built its identity around fit, fabric, and construction rather than trends and seasonal turnover.
The Brand’s Foray to the Florida Market
That conviction runs so deep that Buck Mason once spent three years and 52 variations perfecting a single t-shirt, and eventually acquired a 144-year-old knitting mill in Pennsylvania rather than outsourcing production overseas. The Coconut Grove location, which carries the full range of men’s and women’s essentials, is the brand’s introduction to the Florida market and, by all accounts, a deliberate one.
The powder blue 1976 BMW 2002 that’s parked inside the McFarlane Rd. storefront is no gimmick. “We like surrounding the product with objects that share the same philosophy, things that were built with intention and have stood the test of time,” Luis explains. “The BMW is simple, functional, and beautifully designed without excess. That’s how we think about clothing. Fun fact: the color of the Beemer is also called Miami Blue.” How’s that for storytelling?
A Quiet Confidence to the Neighborhood
Choosing Coconut Grove as the brand’s Florida debut was no accident either. “Coconut Grove doesn’t chase trends, and neither do we,” Luis says. “There’s a quiet confidence to the neighborhood, and that’s exactly how we approach design. We want our pieces to feel like they belong wherever you take them, whether that’s here in Miami or anywhere else.” The tree-lined streets, historic architecture, and unhurried pace of the Grove align with a brand that has always played the long game.
Miami’s broader fashion landscape, however, is a different story. The city’s style tends toward bold and flashy, which makes Buck Mason somewhat of an anomaly. But Luis has found local shoppers more open-minded than the reputation might suggest. “Fashion in Miami is very specific and trend-oriented. It can be very branded and loud. This is the complete opposite of what we do,” he says. “But the customer is open to discovering something new if it feels right. Even in a warmer climate, people are drawn to quality and fit. That’s universal. Miami needed something like Buck Mason.”
A Sense of Belonging in the BID
That sense of belonging extends beyond the store itself. As a member of the Coconut Grove Business Improvement District (BID), Buck Mason has found something it values as much as good fabric: real community. “It’s made the experience feel more connected,” Luis says. “There’s a sense that everyone is working toward building something meaningful here, not just operating independently. The Grove is growing, and it’s been incredible to grow with it.”
The relationships with neighboring businesses reflect that same spirit. “It’s less transactional and more relationship-driven,” Luis says. “It’s nice to know we can count on them as they can on us.” For Luis, the BID is part of what makes the Grove work as a retail destination. “It’s not just about individual stores. It’s about the collective experience of the neighborhood. When that’s strong, everything benefits.”
Go With a Good Quality Tee
For anyone walking in for the first time, Luis keeps the advice simple. Start with the t-shirt. Add a pair of jeans or a chore coat and build from there. “Regardless of the season, you can never go wrong with a good quality tee paired with some nice jeans,” he says. “Don’t worry, my team will show you everything else we have.”
With a deeper Florida expansion already in the works, Buck Mason’s presence in the Grove looks less like a debut and more like a foundation being laid. The neighborhood, Luis says, is a place where people want to spend time, not just pass through. For a brand that’s always believed the best things are built slowly, and on purpose, that sounds exactly right.
Contact Information
Buck Mason is located at 3405 Main Highway, Coconut Grove, Miami, FL 33133. They’re open daily from 10 a.m. to 7 p.m. For more information, visit: www.buckmason.com/pages/buck-mason-coconut-grove and follow @buckmason on Instagram.