By  on July 25, 2018

LOS ANGELES — Jonathan Simkhai is living the California dream. A little over a year after becoming bicoastal, the founder and creative director of his namesake label has moved his entire company to the West Coast and opened his first flagship store smack in the middle of the city at 653 North La Cienega Boulevard in West Hollywood.

“I didn’t want to be downtown, I wanted to be inspired every day and live the California life,” Simkhai said. “My brother [Joel, founder of Grinder] moved to L.A. when I was a senior in high school and I would come visit him all the time. I always felt liberated coming here; I would push myself with fashion. I guess maybe escaping New York always gave me that boost of confidence.”

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