Converse opened its first West Coast specialty retail store in Santa Monica, CA, the brand’s third inline location in the United States. Like its stores in New York City and Boston, the location pays homage to century-plus heritage as a performance and, more recently, a style icon.
“We are excited to open our first West Coast flagship in Santa Monica, bringing Converse to such a dynamic and innovative community,” said Jim Calhoun, chief executive officer and president, Converse. “With this store, Converse hopes to give consumers the opportunity to unleash their creative spirit by taking customization to the next level and making our merchandise their own. We look forward to offering our most expansive product assortment yet and an unparalleled shopping experience that truly celebrates our consumer’s originality.”
The West Coast flagship takes the interactive retail experience beyond traditional screen-printing. At the Converse Customization Station, individuals are able to screen-print various styles of footwear, apparel and accessories using over 150 graphics – more than ever before, including collaborations with local artists and designs that tie back to the Santa Monica community. Customers will also have the ability to customize the details of Converse bags, t-shirts, fleeces and hoodies by adding grommets, swapping out drawstrings, and modifying the piece to suit their individual style.
The design of the 7,000+ square foot store evokes the imaginative spirit of California and speaks directly to Converse's sport and rock 'n roll heritage. The Customization station is located in the front of the store and is set against a 25 foot window backdrop that showcases the process to pedestrians. Three large skylights fill the store with natural light while bespoke wall-installations designed by local artists celebrate the brand’s DNA and reflect the local southern California lifestyle and Converse’s Santa Monica exclusive merchandise. The feature wall at the back of the store repurposes discarded high-school bleachers where footwear is also displayed.
Over 200 different key styles of Converse footwear, apparel and accessories will be available for men, women and children throughout the Santa Monica location including Chuck Taylor All Star, Jack Purcell, All Star, Skateboarding, One Star and Converse by John Varvatos, as well as other premium footwear collaborations. The store will also feature a new line of men's and women’s apparel and accessories will highlight designs from the local design and art community.