Beyond the Valley of the Art Dolls
The Suru boutique’s pint-sized figures of Darth Vaders, space aliens and warriors beckon tourists and fashion-savvy people walking the gritty sidewalk of Melrose Avenue. When people walk into the airy gallery-style boutique, they appraise the figures like a fine piece of china. Suru co-owner Noel Aladadyan cautions not to call them toys.
“They’re like art. It’s a very expensive habit if you pick it up,” the 29-year-old businessman warned. Suru is one of a growing number of stores that focuses on catering to collection-minded people who don’t mind spending more than $250 on what may be mistaken as a doll.
Yet Suru owners Aladadyan and Joe Hahn, DJ for the Grammy award–winning band Linkin Park, also sell clothes the same way they sell their art figures. Suru’s activewear-style clothes are meant for someone who likes to collect and doesn’t mind spending cash.
One of Suru’s most popular items is the $245 “Woodland” hoodie designed by London-based streetwear-style designer Maharishi. The item’s double zipper and complex embroidery pushes up its price. Its unique camouflage design gives it an exotic cachet.
Aladadyan said that all Maharishi items sell well at Suru: shorts, Tshirts and even Maharishi jeans, which are priced at $160.
A close runner-up for top-selling item at Suru is another United Kingdom–based designer: T-shirts by English designer Barnzley Special Needs. Many of the T-shirts depict the comic book–style creature “Jack the Fox.” These T-shirts sell for $45.
Suru plans to debut its own limited-edition cut-and-sew T-shirts by late September. The T-shirts will be designed by artist Nathan Cabrera. They should retail for $55 each. In keeping with its quest for exclusivity, Suru’s shirts will be available at the Melrose store—and perhaps a few other boutiques. —Andrew Asch
