Retrosuperfuture opens retail store in Silver Lake

For its second store opening, Italian eyewear brand Retrosuperfuture strategically picked Los Angeles for its location. The chic optical brand will open on Wednesday, July 22, in Silver Lake.

The contemporary brand is known for its modish collections including classic, clean silhouettes. However, the brand is also known for testing the limits in eyewear incorporating trendy colors and textures in its design. All of Retrosuperfuture’s collections will be on display at the new 1,900 square foot space. The boutique will reign on Sunset Boulevard along other boutiques such as Hemingway and Pickett. The new space will boast a modern-deco vibe for its interior space. With concrete floors, brick walls, and wood furniture; the new store will accurately reflect the brand’s contemporary, urban style.

The new store’s vibe is all a part of the company’s brand strategy. “With the new store, we not only hope to showcase our new products, but also to build a space that the local creative community can relate to,” founder and chief executive officer Daniel Beckerman told WWD. The U.S. and Los Angeles specifically remain important markets for the company due to the city’s “overall approach to life and its cutting-edge style.”

Retrosuperfuture was founded in 2007 in Milan, Italy. Due to the brand’s aesthetic, the company’s collections gained a reputable fashion standing. The brand is currently distributed in more than 20 countries around the world in Asia, Europe, and more. The brand is retailed at stores currently such as Fred Segal Los Angeles, Barneys New York, Lane Crawford Hong Kong, and more. According to WWD, the brand will open its next store in Dubai this November.