Current/Elliott opens first flagship in Venice

Los Angeles - Vintage denim label Current/Elliott just newly opened its first flagship in the Los Angeles area. Debuting in Venice, the premium brand opened its fresh location on Monday, October 19.

The space boasts 2,000 square feet and is located presently on Abbot Kinney Boulevard. The street is known for its eclectic, trendy retail boutiques that stretch across the strip. Appropriately, Current/Elliott’s space features wooden and graphite interior decor, giving the overall store an industrial, urban aesthetic. The denim label opened the Los Angeles location to help grow and expand the brand. “It’s somewhat overdue,” Jack Schwefel, Dutch LLC chief executive officer of Current/Elliott, told WWD. The new location serves as the beginning for the brand to start centering on opening new retail stores. “We’re at a place now where we can focus on it,” Schwefel told the publication. Los Angeles was a natural place to start for the brand, as most of brand comes from the local area. “We make over 90 percent of our product in the U.S., mostly in L.A.,” said Schwefel.

Future locations include cities such as San Francisco and New York. Currently, the brand continues to expand forward and open more stores. The brand, originating in 2008, started from a partnership between Serge Azria, Emily Current, and Merritt Elliott. The trio fused together innovative designs with intricate tailoring in order to create their vintage denim product. The company is held under parent company Dutch LLC, a fashion distributor and retailer. Dutch LLC also distributes Joie and Equipment. The company was founded in 2001 and currently holds 201-500 employees. Dutch LLC is based in Vernon, California.