Beautiful Fül’s New Line

A look from the 1950s-inspired SS14 season of Beautiful Fül. Courtesy of Beautiful Fül.

By Andrew Asch | Friday, April 25, 2014

Beautiful Fül celebrated one year of running its flagship store in downtown Los Angeles on April 24 with what else, a new line.

One year ago it opened the expansive boutique on 107 W. 5th St. with a collection of menswear inspired by the intrigue and romance of 1950s Cuba. The new line is inspired by one of the world's most classic looks; the 1950s-era greaser, said Alejandro Rodriguez the owner and designer of Beautiful Fül.

He wanted to make clothes that represented the real spirit of the era of Buddy Holly, Richie Valens and Gene Vincent. “I wanted to avoid making costumes,” Rodriguez said. “I didn’t want to be a stereotype of the guys wearing chain wallets and Chuck Taylors.”

He took some chances with the rockabilly look. He said that he made a line that celebrates the classic style ---and found some surprises. Take a look.

Alejandro Rodriguez of Beautiful Fül at his downtown L.A. store. When he wrapped up his 1950s inspired SS14 line, friends ribbed him about not designing a leather biker jacket for the line. He relented. "OK, here's a 10-pound jacket!" he said of the heavy jacket he is pictured holding.