BLDWN, the men’s and women’s lifestyle brand formerly known as the denim label Baldwin, has a fresh look at retail to match its new modern Americana aesthetic.
The brand opened its first flagship this month in Los Angeles, a 1,100-square-foot space on the famed shopping destination Melrose Place. Its neighbor is fellow contemporary fashion favorite, A.P.C.
The new flagship’s design features a variety of textures—white oak, black solid steel and micro-ribbed glass—that come together to form a reflection of the brand’s “progressive style of dressing rooted in the timeless qualities of the past.”
The space features as a series of framed vignettes that help tell the BLDWN story. Founded in 2003 as a Kansas City-based premium denim brand, it has moved away from its denim roots to focus on building contemporary ready-to-wear collections in the past couple of seasons.
For the store, BLDWN worked with American design company Montalba Architects to convey a modern industrial aesthetic. “The vision from the beginning was to create a retail environment and experience that fully embodied and represented our brand’s ethos of modern American fashion and design,” said BLDWN president Johnathan Crocker in a release. “For me, that began with identifying an American architect to partner with.”
The boutique is furnished with collector’s pieces by iconic American designers like Earnes, Planter and Baughman. The store also features artwork by various emerging American artists, all of which are available for purchase.
With the addition of the Melrose Place location, BLDWN has seven stores located in Los Angeles, New York, San Jose, Calif., Dallas, Leawood, Kans., Kansas City, Mo., and Austin, Texas.