RETAIL

Wasteland’s New E-commerce Site, More Editorial, More Brands

photo

THE SHOOT: Wasteland’s relaunched website (www.shopwasteland.com) features more editorial style shoots, such as “Paint It Black,” with model Lauren Hastings.

Wasteland, the Los Angeles–area specialty-store chain, relaunched its e-commerce site (www.shopwasteland.com) recently. The retailer’s co-founder Cheryl Cohen hopes that the new website will bring Wasteland’s unique point-of-view to the rest of the world.

“It allows us to express the Wasteland girl in a visual way,” Cohen said about the new website, which debuted on Oct. 30. “It gives us the opportunity to reach beyond California.” Wasteland has three bricks-and-mortar locations in the Los Angeles area as well as a physical shop in San Francisco. The website is produced in Los Angeles.

The site has been in business in 2011, but Cohen wanted to improve it after it crashed twice earlier this year. The former site was unable to handle its growing traffic—more than 150,000 unique visits each month—and Cohen also wanted to inject more Wasteland personality into the site.

The new site will feature quarterly fashion editorials and more collaborations with fashion bloggers. Along with the increased editorial, it will offer more room for additional brands.

Cohen hired a stylist, Stella Michon, to direct the shoots, which have been shot around Los Angeles, and Cohen hopes to shoot some in New York. The first editorial is called “Paint It Black.” It features model Lauren Hastings wearing heavy black mascara and bohemian-style fashions with a rock ’n’ roll edge. Shoppers can view the editorial and buy the shoot’s fashions, ranging from jewelry to footwear to dresses.

The retailer also collaborated with Clothes Encounters fashion blogger Jenn Im, who styled her picks for Wasteland fashions on her blog. The Wasteland site also will sell vintage fashions and participate in campaigns for nonprofits.

In December, model Erin Wasson will curate a hand-picked collection on the site, and 100 percent of the proceeds will go to Save the Wild Mustangs, a Park City, Utah–based nonprofit that promotes the welfare of wild horses in the western U.S.