Vice Debuts Store in Los Angeles
Counterculture zine Vice, which began opening clubwear clothing stores three years ago, will introduce its first West Coast location in Los Angeles on Aug. 18. The 2,000-square-foot shop, at 3938 Sunset Blvd. in the Silver Lake area, will sell Vice clothing and selections from European streetwear designers, including Aem Kei from Germany, Fred Perry and Ben Sherman from London, Evisu from Japan and Amsterdam’s Jesus Sindustries. Price points will range from $70 Fred Perry shirts to $300 Evisu jeans.
Sarah Bronilla, director of marketing and public relations for Vice, said the site was selected based upon input from the band Beastie Boys.
“They live there and suggested the location to us,” Bronilla said. “Silver Lake felt like a village to us, and there aren’t any clothing stores there catering to the community.”
Like Vice’s other stores, the L.A. venue will feature blue and white wall tile, dressing rooms disguised as bathroom stalls, sauna-like wooden benches and other lavatory touches.
Along with operating stores in Montreal, Toronto, and New York’s Nolita district, company founders Suroosh Alvi, Gavin McInnes and Shane Trio plan to open stores in San Francisco and Seattle. And in addition to running their 7-year-old free magazine, the trio is looking to add Vice-TV to their resumes. They’re in negotiations with MTV.—Nola Sarkisian-Miller
