Tag Archives: tees and jeans surfboards

APPROPRIATION: CLOTHING STORE MINES ‘80s L.A. SURF CULTURE TO HELP SELL DENIM

Junk Food Clothing and Levi’s, the iconic purveyor of denim jeans, had collaborated on a pop-up concept store in Venice, Los Angeles.

The store is located on fashionable Abbot Kinney Blvd. and is called Tees & Jeans. It offers customers personalization of the brands’ clothing, which is  growing fashion-and-style trend.

In the service of the selling of these clothes, and adding edge to the shop’s collabo idea, is a retail design concept and interior decor that rips from a specific era of Los Angeles’s pop cultural history: Gritty 1980s Venice and the SoCal surf and music scenes as epitomized by an obscure local band called the Surf Punks.

The clothing is sparsely displayed a minimalist space that feels raw, under-decorated and under-produced. But it is very much produced and every detail has been thought through.

These details include the vintage framed black-and-white promotional photos of the Surf Punks, founds objects like  traffic road signs, and used surfboards covered in dirty wax and scrawled with graffiti, deftly propped up in a corner of the store. (Yet another example of the over-employed cliche of a surfboard as decorative object in a shop or restaurant, as also seen here.)