Naked Tries On New Clothes
Naked, the Los Angeles boutique owned by designer Steven Trussell, unveiled its new concept May 13, five months after shuttering its doors.
The boutique, which originally sold premium denim and quirky designer clothes, now has an entirely new look.
The store has been divided into three areas. The first floor, renamed 181, will feature collaborations between Trussell and cult designer Dr. Romanelli joined by fashion outsiders and insiders. The first collaboration will feature art, apparel and jewelry inspired or created by a local street artist.
In August, classic surf brand Hurley of Costa Mesa, Calif., will get the 181 treatment. “We’ll be spinning their brand for a six-week installation,” Trussell said. No word yet on exactly what the designers have in store for the brand, but Trussell said the line will be high end and cutting edge.
In another are of the store, Naked will act like an exclusive flagship for a new designer brand each month. “For that month, it will be their store, there will be no other clothes here,” Trussell said. The idea, he said, is to offer the 800-square-foot space to designers as a launching point for new projects or collections. “We’ll put a massive spotlight on them,” he said. To help with the hype, Trussell said he will fete each new collection’s launch.
Each designer will be paired with a photographer who will shoot the clothes for instore signage. Prints of the photos and the apparel also will be sold online.
“Everything in Naked will be exclusive,” Trussell said. “I’m trying to create the opportunity for designers, artists and photographers to help each other out,” he said, adding that he will pair lesserknown designers with buzzworthy photographers and vice-versa.
Local contemporary designer Corinne Grassini of Society For Rational Dress, whom Trussell described as “the best designer [Los Angeles] has produced,” will debut 1-41, a collection she whipped up for Naked’s opening. The capsule collection features 41 pieces, from shoes to leather goods and apparel, which will sell exclusively at the boutique in May.
“Designing this collection pushed me to explore my inspirations further and allowed me freedom to design without the constrictions of production in mind,” Grassini said. “Steven and I are of the same mindset that design, especially in Los Angeles, has to move away from the quickest, easiest and cheapest trend-based approach and focus more on ideas and construction with longevity.”
Jewelry and accessories from several brands, including 1983 and Anarchic Rose of Los Angeles, will show in conjunction with Naked’s revolving cast of designers.
The store’s third level will be dedicated to Los Angeles jewelry brand Lone Ones by Leonard Kamhout, one of the original founders of the Chrome Hearts jewelry line. Trussell has been retailing the brand for several years and said the line’s craftsmanship and quality justify its place of honor in his new retail adventure.
—Erin Barajas
