Yellow Boutique Adds Menswear
Yellow owner Helen Hwang is beefing up the lineup at her Los Angeles boutique with the addition of men’s clothing.
Set to open in February in the 500-square-foot loft of the La Brea Avenue store, the men’s section will cover a range of price brackets with lines including Dolce & Gabbana, William Reed, Theory, Keenan Duffy and Paper Denim & Cloth. Hwang will also sell new lines exclusive to Yellow, including the vintage, reconstructed wares of Scott Hennessy. Swiss Army knives, clocks, compact discs, games and other accessories and gifts will round out the offerings.
To further appeal to the male shopper, the department will have a television, Playstation 2 and turntables for deejays to spin tunes. “We want to appeal to the person going to work and going out,” said Hwang, who will oversee the venture with her brother Jeffrey.
The men’s section will occupy the one-time space of Amarillo, a department once devoted to women’s shoes and lingerie and formerly owned by Meredith Childers. Hwang scaled back the inventory of shoes and lingerie to fit on the store’s first floor.
Open since 1999, Yellow carries designer and contemporary labels Alice Roi, Tufi Duek, Santisima and Alberta Ferretti. —Nola Sarkisian-Miller
