Designers Look to Make Big Splash on Third
Los Angeles’ West Third Street has developed a reputation as being the address for some of the city’s most fashion-forward retail. Carol Rodan and Chris Griffith hope that the street’s reputation will help them in their newest venture, constructing a billboard for their new casual separates label, Rodan vs. Griffith.
On April 28, the two young designers opened a 1,300-squarefoot boutique, which shares the name of their clothing line, in the street’s newest building, located at 8207 W. Third St.
When its finishing touches are completed, the two-story building will house a photography gallery on the top floor and two retail spaces on the first floor. Beverly Hills–based real estate company Dembo & Associates made the deal for Rodan vs. Griffith’s lease.
Negotiations are taking place for the building’s second retail space, according to Dembo & Associates partner Chuck Dembo. The building was designed by Andrew Haagen, an official photographer of the high-profile Coachella Valley Music and Arts Festival, which was recently held in Indio, Calif. Haagen will reportedly run the gallery space.
Rodan said that her new label might appeal to the street’s sophisticated consumers because the label is something of an antibrand. Logos and other branding signs are largely absent from the line, which features 35 styles for women and 15 styles for men.
Griffith said the line mixes 1980s looks such as acid-wash tinting on some denim and a bright, washed-out style for some tops to represent a California feel. Price points range from $50 for a tank top to $325 for a chiffon dress for this line, which is aimed at men and women aged 25 and older. —Andrew Asch
