Band of Outsiders to open LA pop-up at Fred Segal
Menswear brand Band of Outsiders has partnered with Fred Segal for a window and pop-up shop at the retailer's West Hollywood location this month. The store will be the only retail location in LA where the brand's Spring collection will be available.
The Spring collection was originally shown in London during Men's Fashion Week in June. The pop-up will open with a comedy show on Sunset Boulevard on February 8th, following the format of the original Band of Outsiders show in London.
The return to LA is part of the brand's relaunch strategy. Originally founded in the Southern Californian city in 2004, Band of Outsiders moved to London to continue its evolution. The partnership with Fred Segal evolved out of a previously strong partnership between the brand and the retailer when Band was still LA-based.
Daniel Hettmann, Band of Outsiders' brand director said, "LA has always been a very important city for the brand, considering our historical ties."
Fred Segal president John Frierson echoed the sentiment saying, “Band of Outsiders is a cool brand with deep roots in [LA] and a distinct point of view."
In addition to the retail pop-up, Hettmann shed light on the label's ongoing growth strategy. He said e-commerce is a major focus for the brand, stating that they are "finding more and more sales coming through personal Instagram messages."
The pop-up will run from February 8 through 18 at Fred Segal's Sunset Boulevard West Hollywood flagship. It will be the only place in LA where the brand's Spring collection is available.
Band of Outsiders is apparently looking to New York for its next experiential retail moment. Hettmann said a theme and the collection are in development.
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