Paige Debuts Men's Denim, Opens L.A. Store
Paige Premium Denim debuted earlier this year, and for its second act, the label will both debut PPD, a line of premium denim for men, and open a new store, called Paige, at 116 N. Robertson Blvd. in Los Angeles.
The store and PPD will be unveiled Nov. 17.
“It’s a sophisticated jean that would go with anything in a closet,” said label designer and creator Paige Adams-Geller. “It’s going to be made out of great fabric and will have a great fit.”
Price points will be $179–$210 for the jean line, which will be offered in 10 different washes and in styles such as boot cut, straight leg and relaxed fit. The jeans will be constructed out of Japanese and Italian denim.
PPD’s other fashion details include a striped inner waistband, a hidden credit-card pocket and a dark-chocolate-colored whipstitch on the back pocket. Retailers selling the jean include Bloomingdale’s, Saks Fifth Avenue, Fred Segal Melrose in Los Angeles, Villains in San Francisco and Atrium in New York.
Adams-Geller said the 1,200-square-foot retail store on Robertson should be her label’s only venture into managing a store in the near future. Floors will be covered in a polished, beige-stone-colored concrete. Fixtures will feature a deep chocolate-brown wood, and a chandelier will be located close to the cash wrap. An estimated 20 percent of the store will be dedicated to men’s clothing.
The Paige store will be located in a building that formerly housed the Storyopolis bookstore. The space is owned by the Los Angeles–based Pacific Theatres Corp. “It felt like we went through an auditioning process to get the place,” Adams- Geller said. “They wanted retailers on the street. They felt that Paige Premium Denim was a good fit.”
Pacific Theatres Corp. divided the Storyopolis space into three spaces. On Oct. 1, Robertson retailer Kitson took over a 4,000- square-foot space in the back of the building for office use and workspace for its Internet business.
Paige’s other neighbor will be a fellow newcomer to the street. Surly Girl, a 3-year-old Los Angeles–based accessories label, will open a 1,000-square-foot store in December. The company, co-founded by Alison Muh, a former investment banker, constructs handbags with Italian materials but produces them in the United States.
Muh said she chose to build her first store on Robertson because of the pedestrian traffic. “Everyone was carrying a shopping bag in their hands,” she said. “I didn’t see that anywhere else in Los Angeles.”
Both Paige Premium Denim and Surly Girl signed five-year leases for their spaces.
In other notes, New York–based label Yellowman opened its first store for its tattoo-inspired shirts and briefs at 110 S. Robertson Blvd. on Oct. 26. Kitson owner Fraser Ross welcomed his new neighbors to the block but wondered if Robertson’s identity as a playground for the young and hip was getting stale.
“It was becoming so hip that we were alienating families,” Ross said. “I want to make it a neighborhood area that everyone can shop in.” —Andrew Asch
