Jonathan Simkhai shifts base from NYC to LA, opens his first-ever store

Jonathan Simkhai, chief designer of his namesake label, is shifting his headquarters from New York to Los Angeles.

After his family moved to California a year ago, the designer is now going to run his brand operations from the West Coast as well. He will also be opening the first-ever retail flagship in the centre of the city at 653 North La Cienega Boulevard.

The two-storey space that Simkhai has acquired to run both his store and offices spans across an area of 5,000 square feet and is situated to the north of burgeoning retail hub Melrose Avenue. The store floor will open its doors to consumers on 25 July and will retail a mix of denim, swimwear and cocktail party dresses from the space.

In terms of the display and décor, the retail location features big windows for natural light, white, minimal light fixtures and rustic matt grey furniture. The merchandise will be stocked in colour category rather than according to their use age making up for an overall homogenous display.

The designer has moved his entire team of 15 people with him. His cutting, pattern-making and sewing department will sit adjacent to the retail section. Simkhai’s own design studio is also on the same floor making it easy for him to explore a direct-to-consumer sales model and interact directly with people in the shop.

Speaking about the store concept, Simkhai also added, “I was really missing that part. I started in retail as a salesperson. Growing up in Long Island, I was taking shifts at local boutiques. It’s a great way to start the retail footprint to be present and watch it. We’re doing a lot of custom and VIP dressing, too.”

With a shiny new retail cum headquarters in LA, the designer also believes that a West Coast fashion presentation is definitely on the cards now.