LA-based The Great opens first boutique on Melrose

The Great, the Americana-influenced apparel brand created by Current/Elliott founders Emily Current and Meritt Elliott three years ago, has opened its first boutique in West Hollywood on Melrose Avenue. 

The Great's first boutique on Melrose in West Hollywood - Instagram @thisisthegreat_

"We have poured so much love into it and are so proud of what it has become. It’s finally a place where you can touch, try on and feel the softness of the whole The Great collection," announced the brand on Instagram.

The boutique will offer the brand's complete apparel and footwear collections for women, which have garnered the interest of celebrities including Reese Witherspoon, Kristen Bell, Jessica Alba and Mandy Moore. The apparel offering ranges from embroidered denim and army jackets to airy dresses.

"Knits are our biggest category, so there’s a huge representation of the knit program in the store in different garment-dyed colors, all made here in L.A.", Current told the Hollywood Reporter. 

The boutique is the first time The Great's footwear will be displayed in its entirety at retail, with styles ranging from hand-stitched moccasins to scarf-tie-style sandals.

In addition to its full women's apparel and footwear assortment, the boutique will also offer the label's toddler line, The Great Little. The children's line offers sizes 2T to 5T and includes onesies and tees, pants, dresses and sweatshirts.

The store will also stock "additional inventory and some exclusive product," according to the brand's Instagram. 

The shop features a rotating vintage display pulling product from brands ranging from Converse to Mickey Mouse, as well as a curated selection of independent brands complementing The Great's lifestyle messaging. Non-toxic soaps and personal care items are merchandised along with art pieces from local LA-based artists.

The boutique includes an outdoor area which will play host to various events including trunk shows and lifestyle community-building activations such as floral arrangement classes. 

The Great is now open at 8575 Melrose Ave., in West Hollywood.

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