The Highland Park neighbourhood, with its two main thoroughfares, North Figueroa Street and York Boulevard, has been experiencing a true effervescence in the world of retail over the past few months.
Far from the fashionable neighbourhoods of West Hollywood and Beverly Hills, the area now boasts more than a dozen independent fashion boutiques. In a few weeks, it will see the opening of the second Shades of Grey boutique.
The brand launched in 2009 by Micah and Jenny Cohen, which opened its first store at the Platform shopping centre and then moved to Row DTLA, will now offer its men’s collections on York Boulevard close to Magpies ice-cream shop.
After a decade of selling to major retailers and specialty boutiques, Shades of Grey adopted a direct-to-consumer business model in 2019. Originally a menswear brand, it later developed women’s collections with Jenny Cohen at its helm. However for the next four seasons Shades of Grey will focus exclusively on its men’s collections. A soft and creative direction coupled with a price positioning in tune with the Highland Park population should ensure its success.
