West Hollywood: A Hype Haven
These streetwear retailers are redefining fashion.
West Hollywood has a reputation as a destination for cutting-edge fashion and design. And with streetwear’s recent takeover of high-fashion runways, retailers around the globe have rapidly adapted. True to form, West Hollywood stores have positioned themselves at the forefront of this industry-wide shift, offering customers not just up-to-the-minute product, but a range of experiences that embody the spirit of the streetwear movement.
West Hollywood offers a refined alternative to the wild energy of neighboring streetwear scenes; a more discerning approach to the phenomenon that engages with its audience in more meaningful ways.
Take Maxfield, for example. From the Jean Prouvé-designed gallery abutting the parking lot to the solitary Le Corbusier lamp at the edge of the courtyard, the store’s temple-like entrance serves as a sign of what to expect inside. A purveyor of top-tier luxury brands, vintage furniture, books and more, Maxfield is one of the city’s most iconic boutiques. Historically catering to celebrities, fashion obsessives and the like, in recent years the store has found itself at the vanguard of high-fashion’s streetwear storm.
Using the Jean Prouvé gallery and a second gallery space across the street, Maxfield hosts a rotating series of installations and exhibitions by designers like Virgil Abloh (Off-White), Jerry Lorenzo (Fear of God), Alessandro Michele (Gucci) and more. These experiences bring the designers’ creative visions to life in the form of imaginative environments, giving both shoppers and fans the chance to interact with their favorite brands on a deeper level.
For more avant-garde streetwear enthusiasts, there’s H. Lorenzo. Alongside legendary designers like Yohji Yamamoto and Comme Des Garçons (which the boutique has stocked from its outset), H. Lorenzo stocks some of the most forward-thinking high fashion/streetwear hybrid labels, from Martine Rose to A-COLD-WALL*. Similarly to Maxfield, H. Lorenzo regularly hosts art installations and events to mark the release of new collections, drawing eclectic crowds looking for the latest in fashion and design.
The first West Coast outpost of Ronnie Fieg’s cult boutique Kith. The bunker-like entryway features a frozen yogurt parlor and a ceiling covered in 200 Air Jordan 6’s, and gives way to the concrete and brass main space. Designed in collaboration with Daniel Arsham’s studio Snarkitecture, the store’s centerpiece is a kaleidoscopic glass-enclosed sneaker shopping area. The entire ceiling functions as a bright, diffused lighting source, creating a heightened atmosphere for the store’s cool-kid clientele. The sum total of the store’s design and offerings is an experience akin to that of an art gallery, more than a boutique.
Nike’s data-driven concept store (a first for the brand) is one of the neighborhood’s newest and most forward-thinking retail destinations. Stocking product based on data collected from local shoppers’ buying and browsing habits, the store offers a localized inventory uniquely tailored to its customers interests. With exclusive drops of coveted styles, personalized product selections for individual shoppers, and a range of other tech-driven services, the store is a haven for streetwear obsessives, fitness fanatics and everyone in between.
West Hollywood’s thriving streetwear scene demonstrates the city’s ability to constantly innovate, evolve and offer its visitors something new. Whether you’re a fashion novice on the hunt for a new look or a seasoned hypebeast trying to cop the latest drop, West Hollywood has you covered. To learn more, visit our directory of local shopping and wellness experiences!