Photo Credit: Erik Melvin for Browns/Fred Segal
Two beloved multi-brand clothing retailers have struck a very fashionable deal indeed. Fred Segal’s flagship store on Sunset Boulevard in West Hollywood has welcomed London retailer Browns, giving it a semi-permanent retail space called “Fred Segal loves Browns.”
Photo Credit: Erik Melvin for Browns/Fred Segal
Fred Segal has been a go-to clothier for the affluent cool set in Los Angeles for decades. Its experiential 13,000-square-foot lifestyle store on Sunset features event space, a cafe, bakery, florist, salon and space for pop-ups. Some of its most coveted brands include Ralph Lauren‘s Americana label Double RL, optical brands Garrett Leight and illesteva, whimsical ready-to-wear brand Libertine, the avant-garde Replika Vintage, leather accessories maker Clare V., and the always impeccable Rodarte and Simon Miller.
Photo Credit: Michael Kovac/Getty Images for Browns
Already established as one of the most forward-thinking luxury fashion boutiques in the United Kingdom, Browns chose the LA boutique for its very first international retail space. Browns currently maintains just two exclusive shops, both in London: the original, on South Moulton Street, and Browns East, on Club Row. The collaboration between the two retailers will be open for eight weeks from the start of September.
Photo Credit: Erik Melvin for Browns/Fred Segal
For the uninitiated, Browns was founded by fashion pioneers Joan and Sidney Burstein in 1970, when there were no multi-brand boutiques. Over the next few decades, the Bursteins revolutionized the London style scene, introducing the UK to Ralph Lauren, Calvin Klein, Alexander McQueen, John Galliano, Jil Sander and others. Much like its fashionable counterpart did in Los Angeles, Browns established itself as a brand willing to take risks on new and talented designers. Both retailers were offering clientele a cutting-edge edit, albeit an ocean apart.
Photo Credit: Erik Melvin for Browns/Fred Segal
Fred Segal’s original store opened on Melrose in 1961 and began setting trends that had ripple effects up and down the West Coast, and eastward. Now the brand’s name is practically synonymous with a high-end yet laid-back Southern California vibe, one that many multi-brand retailers have tried to imitate. The new flagship space debuted in September 2017, bringing to life the brand’s vision for an even more creative and inspiring environment.
Photo Credit: Erik Melvin for Browns/Fred Segal
“[This collaboration] is the most ambitious partnership we’ve presented at our new flagship store on Sunset Boulevard,” says John Frierson, president of Fred Segal. “… We felt immediately that we shared so much with Browns in terms of our histories, our values and the communities we’ve built. … This will be a big moment for the LA stylist and fashion community to tap into the latest curated collections of British and European designers right in our own backyard.”
Photo Credit: Erik Melvin for Browns/Fred Segal
Visitors to the flagship store on Sunset will find the collaboration in the revolving pop-up area, designed in the style and color palette of the Browns East boutique. Think temporary furniture crafted from recycled materials, industrial shelving, and deconstructed fittings and finishes for an overall high-low aesthetic. Fashion-savvy shoppers can browse pieces and exclusive capsules from 60 brands, such as Ambush, Wales Bonner, Wright Le Chaplin, Edward Crutchley, Molly Goddard, Conner Ives, Low Classic, Martine Rose, and Situationist.
As if the whole shopping event weren’t already as unique as they come, the two retailers have added yet another layer to ensure a guest’s visit is truly experiential. To complement the retail aspect, the pop-up features a 15-minute sonic experience in partnership with BeBox called “Thoir,” a guided meditation blending Celtic wisdom with immersive soundscapes intended to encourage a person to be present in the moment.
Find Fred Segal loves Browns at the flagship store at 8500 Sunset Boulevard in Los Angeles
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