A New L.A. Luxury Streetwear Brand via South Korea Has Landed in Beverly Hills

Here's one creative way to diversify your portfolio as a marketing firm: Launch a full-fledged fashion brand, then open its first store in none other than Beverly Hills. That's the story behind Zensai, a new L.A.-based, South Korea-designed luxury streetwear label that debuted its flagship on North Beverly Drive.

It's the newly-launched brand of two-year-old marketing and PR firm Zensai Group, which opened the boutique this past November. Echoing the label's name (a combination of "zen" and "SAI," which stands for street, art, and intelligence), the 2,500-square-foot store offers the brand's debut spring 2020 unisex line in a minimalist and chill space. (Get an idea of the vibe in the collection's lookbook, which was shot in Echo Park.)

On offer is Zensai's full range of clothing and accessories ($80 to $1,095), which includes beaded bracelets, tropical bucket hats, oversized color-blocked tees, tactical cargo pants (with no shortage of straps, pockets, and zippers), patchwork denim, kimono bomber jackets, day-glow duffel bags, and more cyberpunk-meets-utilitarian pieces made from luxe fabrics sourced from Europe and Japan.

As far as the interiors, the company teamed with locally-based firms Way L.A. (past clients include Apple, Ralph Lauren, and The North Face) and Full Body High Five (which has worked with Adidas, Dior, Microsoft, and Under Armour) to dream up the minimalist-modern space, which features bright white walls, a marbled fabric installation, concrete and glass furniture, and dressing rooms with infinity mirrors.

The shop's mezzanine houses a lounge area with a massive mirror wall, gold wire seating by L.A.'s own Bend Goods, and a coffee table stocked with fashion books and magazines for style inspiration.

Scroll through the gallery above to see more photos inside the shop, and see below for the address and hours.

Zensai, 417 North Beverly Dr., Beverly Hills, 90210; Monday through Saturday from 10 a.m. to 7 p.m. and Sunday from 11 a.m. to 6 p.m.; (310) 734-7585