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Private fashion rental service and members club Wild West Social House is heading to the desert this weekend for its first-ever festival activation, dubbed “The Wild West Stables.”
The members-only fashion community is partnering with Los Angeles streetwear brand Pizzaslime on a three-day retail and social concept that will take over a private equestrian estate in Indio, just a few miles down the road from the Coachella fairgrounds. The space will offer Wild West Social House members an exclusive haven and retreat from the crowds at Coachella, while also transforming a former horse stable into a pop-up trunk show, where members and guests can rent or purchase a specially-curated selection of clothing and accessories for their festival ‘fits or to restock their closets back home.
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Running from April 10 to 13, the invite-only activation will also offer a full bar (sponsored by Lalo Tequila) and house a gifting suite for guests, featuring brands like SP5DER, New York womenswear label Danielle Guizio and exclusive merch from Wild West and Pizzaslime.
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According to Wild West Social House co-founder Max Feldmann, roughly 70% of the club’s members will be attending Coachella this year, so the desert clubhouse offers “an amazing real-world test of how our members will engage our mobile services, when we can meet them where they are, when they need us.”
The space will mirror the flagship Wild West location in Los Angeles, which took over a 1930s Elizabethan-style house in West Hollywood, complete with racks and tables of clothing, footwear, jewelry and bags. Feldmann notes that members pulled more than 1,000 pieces from the Wild West showroom last year for Coachella, renting everything from full looks to one-of-a-kind pieces from the club’s vast inventory of designer collections that span the last 70 years. “This year, we’re making access even easier, ensuring our members have a reliable, on-site solution for last-minute needs, whether it’s a wardrobe malfunction or a look that didn’t land,” Feldmann tells WWD.
While Wild West Social House hosts monthly member events, this is the club’s first remote activation, and Feldmann says the desert festival’s “proximity and popularity [to Los Angeles] made it a no-brainer moment.”
“The activation is a natural extension of our business model, and the idea of a wardrobe that travels with you,” he says. “We’ve long claimed to members, ‘If this works, you’ll never have to pack again.’ As we build towards that idea, we wanted to give members a taste of this at an event they robustly attend.”
As for what’s next? Feldmann and co-founder Kyle Julian Skye tease a few other big announcements to come this year, adding that Wild West was always meant to be a concept that lived beyond a single showroom space.
“We proselytize the belief that we are not building merely another luxury clothing experience, but have offered the first step to redefining the way our members consume fashion,” Skye says. “Our base is, by and large, young and on the run, globe-trotting with a social calendar that spans far beyond the reaches of Los Angeles proper, so innovating on traditional fulfillment avenues to allow the Wild West to travel with them is the name of the game.”
Access to the Wild West Stables in Indio is open to members or by invite-only. Membership starts at $299/month which gets you access to the club space and up to $3000 in total value of clothing rentals each month. You can find out more about membership online.