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IZZY CAMMARERI
Fashion Writer

H.Lorenzo Launches Dedicated Menswear Store

H.Lorenzo Launches Dedicated Menswear Store

The iconic retailer is opening its fourth outpost in Los Angeles.

With over three decades of retail history, H.Lorenzo has become an institution for cutting-edge fashion. In 1984, founder Lorenzo Hadar opened the first boutique on Sunset Boulevard, introducing brands like Yohji Yamamoto and Maison Margiela to the US market. Over 30 years later, Hadar launched H.Lorenzo Archives in LA’s Arts District, a 4000 square foot space, offering a curated selection from seasons past. Now, just a few doors down from the original location, he is dedicating a new space to menswear.

This focused expansion is a tactical move, considering the menswear market has surged in growth over the last couple of years (market research firm, Mintel, reports it will be worth Β£17.1 billion by 2020.) β€œSales of men’s clothing are expected to increase over the next five years,” says Alexis Desalva, travel and leisure analyst at Mintel. β€œThe men’s apparel landscape is changing for the better and men’s growing interest in their personal appearance is a key growth driver.”

Featuring over seventy menswear labels, the new destination caters to this growing interest, housing premium designers like Comme Des Garçons and Raf Simons, alongside a mixture of leading brands of the moment like A Cold Wall, Craig Green, Namacheko, and Martine Rose.

But it’s not all plain sailing: Tamara Sender, senior fashion analyst at Mintel, adds that the menswear market is becoming far more competitive these days, due in part, to an increased choice of retailers. β€œMale shoppers are now more demanding and less brand loyal,” she explains. β€œThis means retailers need to do more to stand out and differentiate their offer.”

Cementing H.Lorenzo's enduring success through unique shopping experiences, Hadar has, it would seem, considered this. Spread across two levels, the new space will feature a rotation of immersive displays alongside events, installations and artist performances. In keeping with the store's distinct aesthetic, the ground floor offers a stripped-back, urban environment, whilst the first floor is characterised by industrial constructions, lighting and materials. Only time will tell if this new undertaking will follow in the footsteps of H.Lorenzo’s reputation.

Read the original article on ORDRE News.

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