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August 28 2014

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Go West, Young Men

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It was JFK to LAX for the boys of Warby Parker who teamed up with a bespectacled Ashton Kutcher to celebrate their new shop-in-shop at L.A.’s Confederacy, the label’s first specs-on-the-ground presence on the left coast. “There is a misperception by the rest of the country of Southern California. And the Southern California that we know is one driven by art and one driven by startups and a fashion community,” co-founder Neil Blumenthal (above right) said of the brand’s new home. “We want to feel part of it even though we’re on the other side of the country.”

Attracting their usual crown of discerning Angelenos, Danny Masterson took turns behind the DJ booth while store owner Ilaria Urbinati chatted up Showtime starlets Emmy Rossum and Madeline Zima. Set to sell their specs through the holidays (including the release of their sunglass collaboration with Suno next week), the L.A. launch was a departure from the brand’s strong Northeast presence, but still logical for Warby Parker’s other co-founder, the San Diego-bred Dave Gilboa (above left). “We wanted to be careful about how we entered the L.A. market because we feel it is so important in terms of style and fashion.” And partnering with Confederacy was the perfect fit. “Ilaria and Danny have captured the same classic American point of view with references to the forties and fifties and aesthetic as we do.”

Photo: Photo: Charley Gallay / WireImage

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