Sales & Shopping

April 10, 2008

los angeles stores store openings shopping

Just Opened

Fremont

Downtown L.A. welcomes a chic new addition to West 4th Street. By Danielle Prescod

Downtown L.A. has long been undergoing a style revival of sorts, and now it's home to the newly opened Fremont, a shop that joins Comme des Garçon's guerilla store to its fashion-forward environs.

The label, the Fremont Apparel Company, was established by design duo Devin Carlson and Britney Pham, and embraces a loose-fitting contemporary aesthetic with an emphasis on basics. The new Fremont boutique has an equally stylish but simple vibe, featuring a somewhat hidden workroom for Carlson and Pham, which, they say serves as "a creative space with no specific influences; it's a breeding ground for relaxed behavior where anything goes." It's also where the duo custom-design pieces for some of Hollywood's elite, as well as tailor-fit several of their own pieces for close friends.

This new shop marks the brand's first namesake boutique, but it doesn't mean that Fremont's trim trenches and mini jumpers can't still be found at exclusive boutiques like Opening Ceremony, Mas, and Harputs Market. The label's first independent space marks a milestone for the brand, but Carlson and Pham are still more than loyal to their original manifesto. "There's an aspect of being under wraps, for those who are in the know and appreciate design," Pham says. "Fremont is in the business of moving forward but keeping true to our ideals."

Fremont, 120 West 4th Street, Los Angeles; 323-626-1756.

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