GREEN THUMBS: Juan Diego and Fernando Gerscovich didn’t need a rendering for Industry of All Nations’ first store on Abbot Kinney Boulevard.
The two, who founded the sustainable apparel brand along with their brother Patricio Gerscovich, are former architects. So designing the floor plan for the 700-square-foot outpost, set to open in August, was natural.
“[The renderings] are all in our head,” Fernando said.
The company, whose Culver City, Calif., headquarters is about 15 minutes from the store, tapped Abbot Kinney for its first boutique because of the street’s walkability and it was a neighborhood “that reflects the philosophy of Industry of All Nations,” according to Juan.
“Because of all the hype that the street has, [it] was a very good window to show how sustainable productions can really be [successful] and be next to huge, commercial brands like Rag & Bone [across the street],” he added.
The company will use the store as a litmus test to see whether the brand can support additional stores in the future.
It will also be a chance to test expanded women’s offerings. The company currently sells women’s beanies and espadrilles among other accessories, but the store will carry women’s denim and basics. It will also be stocked with children’s clothing, which the company has already been selling at J. Crew stores for the past two years.
“We’ve been mainly in the wholesale business,” Fernando said. “Now, [with our own store] it’s easier for us to produce smaller runs and open the spectrum to women’s.”
The company’s clothing and accessories are sold in roughly 100 doors in the U.S., Europe and Japan in stores such as select Bloomingdale’s and J. Crew locations along with boutique outlets Ron Herman at Fred Segal, Pilgrim Surf + Supply and Mohawk General Store, among others.
The company’s less expensive T-shirts retail for $60 and denim is $200, while accessories include $19 belts and $50 cabrales slip-on shoes.
The five-year-old company, with annual sales just under $1 million and five employees, began with a single pair of espadrilles and a goal of using natural materials to produce its product. Manufacturing takes place in seven countries currently and the brand’s gaining momentum as it becomes easier to tell the company’s sustainability story to a more informed customer base.
“It’s taken us a couple years,” Fernando said. “Now people understand it. We were trying to solve a problem [in the production process], but people didn’t even understand that there was a problem. Now they do.”