In a dynamic move echoing the thriving energy of Highland Park’s North Figueroa Street and York Boulevard, Shades of Grey is set to unveil its second Los Angeles boutique by the end of January. This expansion comes amid a retail renaissance in the area, with over a dozen independent fashion boutiques reshaping the local scene.
Founded in 2009 by Micah and Jenny Cohen, Shades of Grey, initially launched at the Platform shopping center before relocating to Row DTLA, is strategically positioning itself on York Boulevard near the popular Magpies ice-cream shop. Transitioning from a menswear focus, the brand embraced a direct-to-consumer model in 2019. While having previously diversified into women’s collections under Jenny Cohen’s direction, the upcoming four seasons will mark a renewed emphasis on the brand’s distinctive men’s collections. Backed by a compelling creative vision and pricing tailored for the Highland Park demographic, Shades of Grey is poised for remarkable success.
The Highland Park retail landscape has witnessed a surge of independent brands, including The Quiet Life, Freenote Cloth, Snake Oil Provisions, and Bud Press, showcasing vibrant jumpsuits. Notable additions like Ten Shoppe, established in 2021 by sisters Linda and Esther Chang (daughters of Forever 21’s founder), have seamlessly integrated into the local scene, taking over a former Forever 21 store.
Amid the area’s rapid gentrification, Canadian brand Kotn, a sustainable middle-market clothing label designed in Canada and manufactured in Egypt, made its debut in Highland Park in 2022, strategically testing the American market after successful launches in Montreal, Toronto, and Vancouver. May 2022 saw the opening of Wasteland’s third boutique, offering a curated blend of vintage and contemporary brands.
Infusing a touch of luxury into the local landscape, Flamingo Estate, the cosmetics and fragrances brand by Richard Christiansen, unveiled its pop-up in collaboration with Mytheresa in early December. Until year-end, the brands present an immersive experience within a gingerbread-decorated house, reflecting Flamingo’s interiors. The Mytheresa x Flamingo Estate vacation home on Figueroa Street includes a dream closet offering a selection of fashion and home accessories, available for purchase via QR codes, along with a European-style bakery crafting personalized Mytheresa, Flamingo Estate, and Google cookies.
