Survival of the Premium
The ambiance at West Hollywood, Calif.–based premium boutique L.A.S.C. seems like a mellow nightclub. But the friendly sales staff and the boutique’s party music mask a fierce competition on the sales floor.
The men’s boutique sells more than 15 premium-jeans brands, including Diesel, G-Star, AG Jeans and Chip & Pepper. The labels vie for the attention of the tastemakers living in the predominantly gay neighborhood. If a label can prove its mettle at L.A.S.C., it can make it anywhere, said Vince Gonzales, chief operating officer of Italian denim brand Meltin’ Pot. “It’s a coup to get product in there,” he said. “It’s like saying the brand is worthy of being in the premium gang.” Meltin’ Pot started selling at L.A.S.C.in February.
Co-founders Don Zuidema and Mike McGinley opened the boutique 23 years ago for men who followed their routine: Mornings meant working out in the gym; evenings were reserved for the nightclub. Zuidema said the store’s niche was to sell the latest fashions and workout clothes.
Buyer/partner Alfredo Izaguirre, who joined the company in 1998, said the top-selling item is the “Free Bird” T-shirt produced by Hause of Howe, the newly launched moniker for the tailored sportswear collection designed by Huntington Beach, Calif.–based Jade Howe. Price points for tees range from $48 to $54.
Izaguirre said L.A.S.C. first started stocking Howe on April 17 and the Tshirt was an immediate hit. Men started buying the different variations of the T-shirt, which is constructed from a soft fabric featuring an eagle and a distressed look of paint and bleach marks. L.A.S.C. also sells Howe denim. This fall, the store will sell the label’s woven shirts, Izaguirre said. —Andrew Asch
