Choukair is out to attract the West Hollywood hipster with a new men’s wear store that combines Los Angeles casual-cool with a touch of European flair.
Pronounced “shue-care,” the concept is the brainchild of Charlie Choukair, a 30-plus-year men’s retail veteran, and Brad Davis, a 30-plus-year television and digital sales and marketing executive. Operated similar to a showroom, the concept is based on the idea of selected offerings from new designers from the West Coast, as well as established European designers new to the U.S. from key cities of Milan, Rome and Frankfurt. Merchandise is bought in small quantities, and many items are exclusive to the American market.
Apparel brands so far include Drykorn, Daniele Alessandrini, David Naman, Antony Morato, Low Brand and G-Star Raw. Price points are midrange for most of the offering, including T-shirts in the $60 range, shirts starting at $135, and jackets and outerwear with $495 as the average opening price point.
Located at 8624 West Sunset Boulevard in West Hollywood, the store caters to the tourist market in L.A. as well as residents of West Hollywood, Beverly Hills and Hollywood — mostly trendy Millennials who work in the entertainment, agency and digital industries. The customer can skew older in age, up to 54 years, with annual household income in the $200,000 range.
According to the company’s business plan, also on the agenda is an executive “fashion and lifestyle” consulting business for top clients, and a “trunklike” custom fashion subscription service for those clients based on individual needs.