The driver of the J.Crew Group, Madewell, which declared bankruptcy in 2020 during the Covid-19 pandemic, and is now under the control of a collective of lenders, is relaunching with a location in the heart of Silver Lake.

The opening will bring the number of Madewell stores in the US to 147, despite a recent closure recorded in Detroit.

A pioneer in the Silver Lake fashion landscape, the Mohawk General Store concept store, which has been operating here since 2008, has thus seen a host of “global” ready-to-wear brands come to life over the past ten years on Sunset Boulevard. After Clare V. in 2014, Buck Mason settled in 2015, followed A.P.C., the French brand created by Jean Touitou, the same year.

If some brands like Shinola or Mission Workshop, the brand of technical bags from San Francisco, have failed on this artery of Sunset Boulevard, Maison Kitsuné arrived to boost the presence of accessible luxury brands in 2021, by opening its first store. The label founded by Gildas Loaëc and Masaya Kuroki even announced a new café a few months ago, forcing the local sushi brand of the same name, located just opposite, to stop using the name “Kitsuné”.

Other stores, however, seem to be resisting the arrival of “global fashion brands”, such as General Admission, Golden Age Hollywood or Brain Dead Fabrications, which carry within them the independent spirit of fashion in Los Angeles.