LA Label The GREAT.'s First-Ever Boutique Was Inspired By Denim

Photos: First and last images by Nicki Sebastian, all other images Monica Wang/courtesy of The GREAT.

Back in May, we revealed that The GREAT. was opening its first flagship on Melrose Avenue. Following last weekend's soft opening, the boutique has officially made its debut in the La Cienega Design Quarter today.

The 1,800-square-foot space stocks the LA-based label's full collection of women's ready-to-wear, knitwear, footwear, and children's clothing alongside a curated selection of chic discoveries, like vintage USA-made Converse kicks, embroidered vintage bandanas and sweaters, and more cool finds that fit with the brand's playful Americana approach. Also on shelves are one-of-a-kind fragrances, fashionable coffee table books, handmade ceramics and textiles, and consciously sourced gifts that support women artisans from around the globe.

Of course, the interiors pay homage to co-founders Emily Current and Merritt Elliott's roots in denim (yes, they're the former forces behind the brand bearing their last names). The celebrity stylists-turned-designers tapped Portola Paints to create a custom indigo shade for the walls, while the store's hand-painted green Moroccan Zelij tiles hint at the brand's signature army jackets. The custom fixtures were made by Hancock Design's Brigette Romanek, who found inspiration from the antique brass buttons and rivets found on jeanswear. Rounding out the space are luxe Venetian Murano glass chandeliers and a vintage farm table featuring Liberty of London fabric.

The shop also houses a cool outdoor area where trunk shows, events, and more happenings will take place.

Take a peek inside the hangout-ready boutique and scroll through the gallery above, then see below for the store's address and hours.

The GREAT. is open Monday through Saturday from 10am to 6pm and Sunday from 11am to 5pm.

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