By C. Perera, JadeTimes News
Occupying expansive spaces, tucked away behind coffee shops, or nestled in unexpected neighborhoods, the newest fashion boutiques are making a statement with their refined conceptual designs. This summer, several notable stores have opened, each bringing its own unique flair. Among them, Departamento’s new boutique stands out with its futuristic metallic aesthetic. Farm Rio has breathed new life into Melrose Avenue, while Toteme solidifies Swedish influence north of the avenue alongside Acne Studios and Byredo. Deus ex Machina infuses Silver Lake with rock 'n' roll energy and good vibes, while Represent embraces a youthful, design forward concept. Ozma, meanwhile, chooses Los Angeles' most eco-conscious backdrop to highlight its sustainable fashion.
Toteme on Melrose Avenue, Los Angeles
Two years after launching in New York and a few months after a successful debut in Palisades Village, Swedish luxury brand Toteme opened its first Los Angeles store on Melrose Avenue. This prime location, neighboring fellow Swedish brands Acne Studios and Byredo, perfectly suits the brand founded by style journalist Elin Kling and her partner Karl Lindman in 2014. The boutique, designed by Swedish studio Halleroed, showcases a facade with large circular windows, revealing timeless architecture with Art Deco influences. Inside, an arched corridor leads to a sunlit lounge area where brushed stainless steel furniture displays handbags, black metal shelves present shoes, and wall-mounted racks highlight the latest collections. Another corridor with ice-blue suede walls features niches displaying graphic silhouettes in neutral palettes, soft floral prints, and comfortable outfits. The space is adorned with giant ceramics and bronze sculptures. With 13 boutiques worldwide, Toteme is set to open a second New York location in early September.
Departamento's New Store in the Arts District
Departamento, the luxury men’s multibrand retailer founded by Andrew, Dryden, and Andres Quinones, has relocated to the Arts District inside the Signal shopping complex, featuring cutting edge design by 22RE studio. Once a hidden speakeasy showroom behind Maru coffee shop, Departamento now boasts a fully revamped interior with a new coffee shop called Concierge Coffee. Dean Levin, founder of 22RE, has crafted a 4,000 square foot space influenced by deconstructivism, with a grid floor plan reminiscent of a library or supermarket. “As clients explore each corner of the store, they catch glimpses of various vignettes and collections through strategically placed mirrors, adding a voyeuristic intrigue to their journey,” Levin explains. The store’s mix of metal, black wood, stainless steel, and leather padding creates a futuristic, fragmented atmosphere, perfectly complementing the brands it carries, including Taiga Takahashi, Marni, Loewe, Enfants Riches Déprimés, and The Row. The original location at 1019 S Santa Fe Avenue has reopened as DPTO ANNEX, showcasing past season collections.
Deus Ex Machina's Silver Lake Concept Store
Located at Silver Lake Junction, Deus Ex Machina’s new venture marks a transformative step and a return to roots for founder Dare Jennings, who began his entrepreneurial journey over 40 years ago with Sydney’s iconic Phantom Records. Designed in partnership by Deus co founder Carby Tuckwell and Stefan Wigand of Casa Studio, and built by Tobias Hayduk, the store merges classic apparel, records, and custom ranges with locally produced ceramics, a curated selection of books, and a wall of vinyl records to enjoy on a vintage Hi Fi setup. The shopfront even features a sound desk for local and international DJs. “As if Kengo Kuma and Donald Judd had a love child,” says Tuckwell, the store’s design utilizes long grain Douglas fir and other natural materials to create a contemporary retail space. The shelving and grid structure, inspired by traditional sound panels used in recording studios, ensures sound reverberates evenly throughout the space.
Ozma’s Boutique in Frogtown, Los Angeles
Designer Heidi Baker’s boutique, Ozma, has found a unique home in Los Angeles’ Frogtown neighborhood, a rapidly developing area along the LA River. Known for its historic toad invasions in the 1930s, Frogtown has recently seen a surge of new restaurants, bars, and cafés. Ozma, long accompanied only by the Suay Sew Shop, brings a new fashion dimension to the area. Baker, a former senior designer at Levi Strauss & Co., enlisted interior designer Elizabeth Roberts to create a raw yet poetic space beneath the building’s wooden framework. The boutique features gray concrete walls and a single wall rack displaying sustainable collections of raw silk, hemp, and washed linen. Large wooden cubes, round sofas, and voile dressing rooms add a touch of elegance, while a patio filled with plants offers a nod to the location’s past as an exotic plant boutique.
Farm Rio’s Melrose Avenue Store
Farm Rio’s second Los Angeles boutique, located on Melrose Avenue, has revitalized the entire neighborhood. Following the success of its Venice location, the brand, founded by Kátia and Marcello Barros, chose a 1,700 square foot space to showcase their vibrant world. Floral, embroidered, and colorful dresses in cotton and linen hang from racks adorned with lianas. French artist Dominique Jardy captures the essence of Brazil with hand painted wallpaper depicting monkeys and toucans. On the floor, long carpets mimic the giant leaves of the Amazon rainforest. The store’s centerpiece is a series of fitting rooms crafted from Buriti straw, a palm tree known as the “tree of life” in Brazil. “The ambiance and design of our stores are meticulously crafted to create an immersive and inviting environment,” says Katia Barros. “We want our customers to embark on a Brazil inspired journey in every Farm Rio store and pop-up worldwide.”
Represent’s West Hollywood Debut
Represent, founded in 2014 by brothers George and Michael Heaton, has opened its first boutique in West Hollywood, a prime location next to renowned stores like H.Lorenzo, Maxfield, James Perse, and Chrome Hearts. The boutique, which opened in June with a star studded event, was designed by British studio OneFineDay. The large space, featuring a graphic arch and waxed concrete floors, is centered around a lounge area and a single rack displaying the entire collection of hoodies, T shirts, jackets, shorts, and tank tops, all bearing the Represent logo. “We carefully chose every aspect of the store, from hangers to fitting mirrors, to rail finishings, to create a cohesive brand experience,” explain the Heaton brothers. “The concept ensures that as soon as you enter the store, you know it’s Represent.” At the back of the store, another rack is dedicated to the athleticwear collection, with an unusual touch no prices displayed on the garments.
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