Alpha Opens in West Hollywood
The guy who was once called the “alpha man,” the “leader of the pack” or the “top dog” has changed, according to Darren Gold.
“He’s much more well-balanced; he wears cuff links with jeans instead of sporting the Gordon Gekko look,” said Gold, referencing Michael Douglas’ ruthless stockbroker character in the 1987 film “Wall Street.”
So when Gold and Christos Garkinos, coowner of the Decades Two boutique in Los Angeles, opened men’s boutique Alpha on Oct. 11, they stocked their store with items for the new top dog. Think of gifts that guys can purchase for their girlfriends, such as jewelry or scented candles. There are even diaper bags made for dads from Diaper Dude of Santa Monica, Calif.
But the emphasis of this 1,200-square-foot store on Melrose Avenue in West Hollywood, Calif., is on clothes. Alpha stocks everything from Aussie Bum underwear, made in Wareemba, Australia, to Yoko Devereaux T-shirts, made in New York. Come February, the store will offer the highly anticipated Givenchy Homme by Ozwald Boateng line, London designer Boateng’s first collection for the French couture house. Price points range from $35 for T-shirts to $1,000 for bags.
Interior designer Sargent Pilsbury shaped the store to look like a guy’s den, mixing dark rosewood with vintage wallpaper sporting logos of favorite alcoholic drinks.
“You have to feel comfortable when you walk in,” Garkinos said. “It’s not oppressive, and it’s not over-stylized.” —Andrew Asch
