Typically when we get invited to the opening of a fashion brand’s boutique, this involves a trek to the La-La Land of Lauren Conrad: the West Side of Los Angeles. In this valet-parking wasteland, skinny starlets show up to grab their goody bags and be snapped by the paps. Meanwhile, the same, bored-looking celebrity DJ “spins” songs via her preprogrammed laptop and cater-waiters distribute designer cheeseburgers the size of ping pong balls.
So, we were intrigued and delighted when Quiksilver announced the launch of its siteLA project at a site in... Silverlake! With a bunch of cool-sounding gals, not a one of them named Samantha Ronson! In proximity to Original Tommy’s!
Quiksilver selected six independent, creative young women as “visionaries in residence” for an 1,800 square foot facility it will open on the far East Side, at 2522 Sunset Blvd. near Rampart Blvd. to coincide with the launch of its new women’s collection. This is no “pop-up” boutique, either: Quiksilver has committed to the space for at least a year, and will host free events that it hopes will appeal to budding Diablo Codys and other influentials. The space launches on March 6, and will be open to the public each Wednesday-Saturday from 1 to 6 p.m.
“In the past, Quiksilver has always sponsored athletes,” a rep said. “For this collection, they wanted to team with independent women with a vision.” While the collection is the reason for the collective, the clothing doesn’t even hit the market until July.
Over the course of the year, mentors and brand sponsors such as Spin, Gibson and Modernica will help Sarah, Jesse, Pilar, Khrystyne, Dorothy and Beth take their careers to the next level. Along with a musician, an artist and a boutique owner, the brainy bunch includes: an architect, interior designer and humanitarian developing mobile playgrounds, skate parks and urban shelters for inner city youth; an automotive designer creating a concept vehicle that reflects the active, healthy and eco-friendly experience of creative young gals, and a bicycling activist who empowers women to cycle safely around Los Angeles.
bebenkamp@brandweek.com
Comments