Stone Island opens Los Angeles location

Los Angeles - New York-based Stone Island just opened a new flagship on the West Coast. Off of La Brea Avenue in Los Angeles, the sportswear brand joined various boutiques in its newest location.

The brick-and-mortar shop serves as the brand’s first state store in the city. The flagship encompasses approximately 3,000 feet and includes the brand’s latest Spring/Summer collection for 2016. The reason for the Los Angeles opening is to bring more exposure to the brand’s story. “The idea is that in the emotional area we can tell stories of our past because we are not known in the [U.S.],” Carlo Rivetti, president and creative director of Stone Island, told WWD. As a technology-driven brand, the company hopes that opening this new stationary location will help its growth in the U.S. through a new perspective. “It’s a different approach compared to fashion,” Rivetti told the publication.

The store will also double as a showroom at times instead of just a traditional brick-and-mortar shop. The store will carry its trademark pieces including casual t-shirts, sweatshirts, hats, and shoes. Neighboring retailers near the new shop include American Rag Cie and General Quarters. The company will see how the store compares to its New York pop-up and will then follow suit with its online business. Eventually, the company wants to establish itself and its brand’s message in the U.S.