Patrick DiLascia, a year after charging back into the market with a casual luxury line, is now entering the next phase of growth for the brand as the designer goes to the mall to gauge appetite for stores there.
DiLascia dubbed his Patrick brand’s three-week pop-up at Westfield Century City Patrick’s Summer House, with an option of potentially placing the line in space elsewhere at the mall once the test run is up.
“People say ‘I’m summering on Fire Island. I’m summering in the Hamptons. I’m summering in Malibu.’ Well, we’re summering in Century City at Westfield,” DiLascia said of the store.
Mall officials approached the young brand to take up the center’s dedicated pop-up space, one of several additions made to the shopping center as part of its $1 billion makeover.
“I knew the foot traffic was going to be really good and I knew this was going to really help elevate the brand,” DiLascia said. “This is our test to see if there’s opportunity for our brand to be in more malls. We’ll see how it goes and if it does well we’ll do this in a bunch of places.”
The shop — neighboring AMC Theatres and a number of restaurants, including Tocaya Organica and Meizhou Dongpo — is stocked with T-shirts from the line in addition to accessories, which came at the suggestion of Kitson and Kitross founder Fraser Ross.
“It’s like a miniature Kitson,” DiLascia said when asked about the store’s assortment. “We have such a huge relationship with Kitson. They’ve been one of my biggest supporters since I started my company 10 years ago and he’s [Ross] like a mentor to me. He came in and helped merchandise the store. He’s a retail genius.”
The designer — best known for his T-shirts bearing clever sayings such as “Beyoncé Wasn’t Built in a Day” and “Rodeo Drive Is My Cardio,” which Paris Hilton has photographed herself in a number of times — originally got his start roughly a decade ago with his initial brand DiLascia and in 2016 appeared on Marcus Lemonis’ CNBC show “The Profit” with that line.
Patrick, the label, was launched as means of going after the higher end, a space DiLascia saw as having the greatest potential to build a business given the current business landscape.
When DiLascia started the Patrick label, he rolled it out with e-commerce and a physical shop on Main Street in downtown’s Historic Core neighborhood. At the time, the line was in roughly 50 stores. Today that number is around 150.
DiLascia’s also working on expanding the line in line with the original goal when he launched the new brand.
”We’re working on more collections,” he said. “We’re adding more knitwear to the brand — long coats, sweatpants, new sweat shorts. So it’s more styles and variety to the brand, which was the original goal when we started. We’re slowly rebuilding and slowly growing and the web site’s done incredibly well for us.”