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August 29 2014

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Uniqlo’s L.A. Story

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Uniqlo’s only U.S. location (to date, that is) is in good old NYC. But this week, the Japanese retailer gets a dose of SoCal cool, courtesy of its first collaborative collection with a West Coast label: Velvet, Jenny Graham and Toni Spencer’s line of super-casual jersey dresses, tops, tanks, and more. Their goods may be headed for Soho, but the spirit behind them is the same as ever. “The inspiration for us is naturally our Southern California lifestyle: easy, comfortable, drapey, sexy fashion,” says Graham. Slouchy henley tanks, tunic dresses, stretched-out tees, and throw-on harem-style sweat pants are all part of a collection that, Spencer says, is divided into four groups to reflect four different L.A. spots—the Hollywood Roosevelt, Rodeo Drive, Venice Beach, and Point Dume (past Malibu). “We’re used to designing for a savvy customer,” Spencer says, “but we usually focus on someone who craves comfort and prefers to dress for that casual L.A. lifestyle. The Uniqlo customer is different because they are so international.” Luckily, jersey translates.

The Velvet x Uniqlo collection arrives at Uniqlo, 546 Broadway, NYC, (917) 237-8800, on June 17.

Photos: Courtesy of Uniqlo

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