Is it just us, or does every retail store right now have an all-white minimalist aesthetic? While we do like a clean backdrop to put beautiful clothes on display, we also love when a company decides to go against the norm and show off some serious style. Enter THE GREAT. The lifestyle and womenswear brand from Emily Current and Meritt Elliot opened up shop online back in 2015, but have never had a permanent storefront until now. The company just designed its first retail space in Los Angeles — and man, it is pretty.
Inspired by the pillars of the brand, the store features custom denim-hued walls, brass hanging bars that channel the antique buttons and rivets on the clothes, and a deep green tile wall that is a tribute to THE GREAT.'s iconic army jackets. Venetian Murano glass chandeliers and a lovely outdoor space take the store to the next level.
“We see THE GREAT. as a lifestyle brand and realize that finding the time to go shopping needs to work easily into your everyday life — between exercising, coffee, work, lunch, and school drop off — so we wanted to find a location that was in the middle of a lot of genres of retail,” says Meritt Elliott.
“We have so much love for home design and see one’s fashion choices and home décor choices to be equal representations of one’s personal style," adds Emily Current. "So to place the store within the La Cienega Design Quarter was especially meaningful.”
Not only will the store show off THE GREAT.'s awesome ready-to-wear and vintage items, but it will also display hand-thrown ceramics, textiles, and giftables made by and in support of women all over the world. We can't wait for next week's soft opening to see the stylish space IRL.
THE GREAT. on Melrose will be open from 10am-6pm daily at 8575 Melrose Avenue in Los Angeles.