Fred Segal Loves Browns
On Saturday 1st September 2018 we made Browns history.
For the first time ever, we opened our doors internationally with a pop-up inside the iconic Fred Segal store, on Sunset Boulevard in Los Angeles.
Fred Segal has been a key fixture within the LA retail scene since 1961 and like Browns, it shares an exciting history as pioneers of new talent and an experiential approach to luxury retail. Their laid-back Cali vibes and innovative take on physical space creates the perfect backdrop for the second iteration of Browns Nomad.
Browns East in the heart of London’s Shoreditch was the first Browns Nomad destination, opening in October 2017 and now we have brought a piece of our DNA to the US. The inspiration behind our travelling spaces is to inspire and educate every person that walks through the door and ultimately provide an experience like no other within luxury retail. It seemed only fair to give our American family the chance to visit Browns on their doorstep, access exclusive brands and enjoy our unique culture.
Our CEO Holli Rogers describes the idea behind this amazing partnership:
“Having connected with John Frierson, President at Fred Segal, we instantly clicked and it became apparent that we had a shared view on the future of retail as well as a mutual love for our clients who are at the heart of what we do. The synergy between what they are doing both locally and globally aligned with our Browns Nomad concept and we couldn’t think of a better partner for Nomad 2.0. Browns has an incredible heritage, particularly in London, and we see that mirrored with Fred Segal in Los Angeles both flying the flag for a wave of talent who now lead the fashion pack.”
Similarly to Browns East, the new space in Fred Segal is designed to showcase the Browns curation of expertly curated ready-to-wear and accessories. The interiors have been created using recycled materials and rails are fashioned from heavy-duty trolleys and merchandised with a gender-fluid approach.
Launching in-store are 60 brands, including exclusive capsule collections from Conner Ives, Boyy and Mizuno, as well as new-season pieces from the likes of Edward Crutchley, Low Classic and Martine Rose. Alongside our selection of seasonal highlights will sit a multi-dimensional sonic journey developed by BeBox founder Chris Conners, exclusively for Fred Segal loves Browns. BeBox was the first immersive experience in Browns East so it seemed only fitting to bring the concept to LA for such an exciting project. Housed in a secluded corner of the space, guests can retreat and enjoy a 15-minute meditation session that guides you to a place of Celtic wisdom with the expansiveness of modern neuro-sonic soundscapes.
John Frierson, President of Fred Segal describes his thoughts on this first-of-its-kind retail space in the flagship store: “Browns taps the London fashion world in a deep way and we’re incredibly excited to bring the Browns Nomad experience directly to our community here in LA. We immediately shared so much with Browns in terms of our histories, our values and the communities we’ve built. Working in partnership has always been the key to our success, and this project with Browns is taking that business approach to a much bigger global audience. This will be a big moment for the LA stylist and fashion community to tap into the latest curated collections of British and European designer’s right in our own backyard."
Follow the Browns x Fred Segal love story on @brownsfashion.
Words by Alexandra Oliver