Newport has no shortage of iconic small businesses, but few are as woven into the local fabric as The Royal Male, the classic European inspired clothing shop founded by Maurice and Lynn de La Valette in 1983. Earlier this week, the shop earned national recognition when The New York Times named it one of the 50 Best Stores in America, spotlighting its British heritage aesthetic, curated menswear and womenswear, and its deeply personal, family driven approach to retail.
To help mark the occasion, we sat down with Etienne de La Valette, who owns and operates Royal Male across its two beloved locations: the flagship on Spring Street and the downtown storefront on Bannister’s Wharf. In a wide ranging conversation, he reflected on the store’s history, the craft behind its collections, the heart of its customer experience, and what this distinction means for the family business his father built.
A Family Story Rooted in Craft and Character
Royal Male began more than forty years ago, when Maurice and Lynn, both accomplished fashion professionals in New York, left the city to build something entirely their own in Newport. “My mother was a buyer for Saks Fifth Avenue, and my father ran all the fur boutiques for Revillion Frere,” Etienne shared. “They wanted to do something different, on their own terms. They opened Royal Male to create something that reflected their vision.”
That vision was grounded in authenticity. Royal Male became one of the first Barbour dealers in the United States, bringing classic English country wear to Aquidneck Island long before it found mainstream popularity. The store expanded over the years to include heritage brands like St. James and Belstaff, and more recently, a growing focus on the shop’s own house lines, including velvets and tweeds sourced from England, Scotland, and Italy. They have also developed their own rugby shirts, yak knits, and custom made pieces that set the store apart.
Today, the shop is run by Etienne, his mother Lynn, and their colleague Andy, a small but dedicated team that keeps the experience intimate and personal. “You know you are going to see one of us when you walk in,” he said. The timing of our interview felt meaningful. “I appreciate that we are doing this today. It is my father’s birthday, and he was the founder. This was his vision.”
Earning National Recognition
When asked what it meant to see Royal Male listed among the country’s best stores, Etienne described the moment as both honoring and humbling.
“It is nice to be recognized, but what makes me happiest is what it means for our customers,” he said. “They can feel proud and confident shopping here, knowing they are finding something special at a place that is reputable and recognized.” One customer wrote to him after the article published: “Well done on their part. We knew it all along.”
What Makes Royal Male… Royal Male.
Visitors who walk through the door often describe a sense of warmth, discovery, and timeless style, something Etienne attributes to careful curation and human connection.
“Hopefully they feel something special and unique. Maybe like they are part of a club not everyone knows about,” he said. “We curate collections that you will not see in department stores. Our pieces are classic, sophisticated, and incredibly wearable.”
Equally important is the experience: one that is intentionally personal, pressure free, and shaped around listening. “Sometimes people do not know exactly what they want,” Etienne said. “We guide them by asking the right questions and helping them find what is best for their event, season, or lifestyle.”
The brand’s reputation has grown almost entirely by word of mouth. “My customers mean the world to me,” he said. “We do not advertise and we barely use social media, so the people who come in do so because they have had a great experience, or someone they trust told them to visit.”
That loyalty now spans generations. “Customers will tell me about a jacket my father sold them 30 years ago that they still love,” he said. “Now their children and grandchildren shop with us. It makes me feel old,” he joked, “but it also means everything.”
A Culture of Classic Style
When asked to describe Royal Male’s personality, Etienne smiled. “Classic but fun. Traditional without being boring. Unique. And always focused on fabric and construction.”
His buying process is meticulous and creative, grounded in fabric study and silhouette design. “A cloth can change everything,” he said. “A 200 gram cloth produces a very different jacket than an 800 gram coating fabric, even in the same silhouette.”
He sketches rugby shirts and socks, experiments with cloth combinations, and often begins with a simple question: what would he want to wear this season? “If I would not wear it, I try not to buy it for the store.”
One of the compliments he cherishes most comes from couples browsing together. “When someone turns to their partner and says, ‘You can buy me anything from this store and I will be happy,’ that is the best feedback you can get.”
A Newport Icon With a National Spotlight
The Royal Male is more than a clothing store. It is a reflection of a family, a legacy of craftsmanship, and a reminder that meaningful retail still exists, built on relationships rather than algorithms.
Newport has celebrated the store for decades, and now the rest of the country is taking notice.
You can shop by visiting their flagship store at 104 Spring Street or their waterfront location on Bannister’s Wharf. If you have never stepped inside, this national honor is the perfect excuse to experience one of Newport’s most distinctive small businesses.
Cheers to Etienne, Lynn, Andy, and to Maurice’s lasting vision, for keeping a classic Newport institution thriving in a modern world.