Norwegian Rain to H Lorenzo
It’s a week or so before Thanksgiving, and it feels like August in Los Angeles. But rains from the El Niño weather pattern are forecast to soak California in the upcoming months. The H. Lorenzo Men’s shop in West Hollywood’s Sunset Plaza retail district is betting that people will be thinking about monsoon-style rains soon.
On Nov. 19, it produced a party for its pop-up shop for the Norwegian Rain brand. From Bergen, Norway, the brand mixes functional outerwear - think waterproof, eco-Japanese fabrics - with a sartorial edge. The label's raincoats that don’t look like raincoats, according to a brand statement. Also sharing the pop-up will be Modern Tribute, a Norwegian vintage furniture and arts company and T-Michael, a clothing line also from Bergen.
Hosting the party was boutique founder Hadar Lorenzo. In attendance was Modern Tribute's Eric Beugnet, Gioconda Sirolli, a branding expert and stylist who worked on producing the pop-up shops with the LA Fashion Week organization. The group produced a series of runway shows at Union Station in downtown Los Angeles last month.