Americana-Cool LA Label THE GREAT Is Opening Its First Store on Melrose Avenue

Designer duo Emily Current and Merritt Elliott are behind the local brand.


After taking over a corner of Rolling Greens over the holidays, California-cool label THE GREAT is scoring a space of its own. The vintage-inspired brand is opening its first-ever boutique on Melrose Avenue, as evidenced in the snap below. The LA-based label taking over the 1,868-square-foot space formerly occupied by Èlu, which relocated to Holloway Drive.

Founded in 2015 by celebrity stylists-turned-designers Emily Current and Merritt Elliott, the label is known for its Americana-meets-Golden State cool-girl vibes. (Yup, they're also the founders of celeb-faved label Current/Elliott, which the duo exited in 2012.) Expect the store to stock the CFDA-approved jeanswear gurus' luxe womenswear, denim, and footwear alongside its adorable Littles collection of kids clothes.

No word yet on the store's official opening date; stay tuned for more deets.

The Great
8575 Melrose Ave., West Hollywood, CA 90069

Proud Member Of FFC
Get Our Newsletter