Lucy Akin’s mix of fashion and streetwear brands at Shop Super Street has done well since it’s launch as an e-tailer last year.
But Akin missed the day-to-day interactions with customers that she remembered as a buyer for the boutique Satine so she’s opened her first brick-and-mortar shop.
“At first I just wanted to do online,” Akin said. “My background was buying for Satine and I missed that store culture. I always would have people come through the office and shop, but it’s not the same as having your own space in a store.”
The 1,100-square-foot boutique is at 458 South La Brea Avenue and carries much of the same mix of brands that can be found in the online shop, fusing skate and street culture with contemporary fashion. Bronze racks give off the appearance of skate railings, while much of the rest of the shop is minimal done in neutral colors and modern furniture dressings.
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Akin tapped La Brea Avenue to be the site of her first store for what she dubbed the “revival of sorts” that the street is undergoing. The street’s mix of retailers speaks to Shop Super Street’s merchandising. The boutique joins longtime street brands such as Stussy and Union on La Brea Avenue, which are mixed with fashion stores such as American Rag Cie, Steven Alan and, eventually, a Rick Owens boutique.
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Labels that can be found in the store include Isabel Marant, Carven, Stussy, Huf and there are also skate decks from London-based Palace Skate Decks.
“Skating has become really intertwined with fashion,” Akin said. “You have so many skateboarding guys making great collections…. I’m from L.A. so skate culture is just huge for us.”
Akin, who remains sole owner of Shop Super Street, said the longer term goal is to eventually open additional stores in other cities, although there aren’t currently any additional openings on the books.