Five Four is dipping back into the brick-and-mortar game.
The online men’s wear retailer, which started out as a streetwear brand with multiple mall stores in California, has teamed with Alfred Coffee at 8428 Melrose Place in West Hollywood on a pop-up shop.
The temporary store celebrates the launch of Oshenta, Five Four’s new eyewear brand, and FiveFourMan.com, which will go live this fall. Five Four sells merchandise from each of its private labels on separate sites. FiveFourMan.com will bring all of these assortments together under one platform.
“We wanted to create a place where people could touch and feel and see the product,” said Andres Izquieta, who cofounded the business in 2002 with Dee Murthy. “It’s been a good experience to talk with the customers about product and show them our vision off-line.”
The 350-square-foot space, which will be open through September, carries fashion items from each of Five Four’s brands, which includes Five Four, its core line, New Republic, its footwear line designed by Mark McNairy, Grand AC, its activewear line, and now Oshenta, its eyewear collection. Izquieta said the pop-up is a traditional retail experience, but customers are able to see the full inventory from three in-store iPads from which they can order products.
According to Izquieta, the pop-up isn’t focused on converting shoppers into Five Four Club subscribers, although the brand does capture customers’ e-mails. A la carte online purchases currently make up 20 percent of the business said Izquieta.
“This is more of a traditional, full-on retail experience,” said Izquieta. “In terms of innovation, it’s more of a thing where we have to trial and error and see what makes an impact instead of doing things that look flashy but might not mean anything.”
Izquieta said it’s too early to tell if they will re-create this model again in other cities, but he hasn’t ruled out retail experiences for the brand.
Five Four recently partnered with NBA player Chris Paul on a capsule collection. In the past it has also worked with Robert Geller and Poggy from United Arrows.
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