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Brief Published: 23 May 2012

DKNY’s Global/Local Store Concept, LA


Giving the glocal (think global, act local) retail phenomenon fresh legs, US fashion label DKNY has launched a new store in Los Angeles featuring product specifically tailored to the more casual sartorial choices of the West Coast.

The 2,500 sq ft PureDKNY store, located in the Westfield Century City Shopping Centre, was crafted as an offshoot of the main DKNY brand. It specialises in more relaxed, ‘off-duty’ pieces suitable for a city where even workwear is considerably less formal than in the brand’s hometown of New York. The store design also boasts a more easy-going aesthetic than its NY counterparts – courtesy of a whitewashed façade, airy interiors and plenty of raw wood, conceived to signify the ‘pure’ aspect of the brand.

While PureDKNY LA is being heralded by excited industry-watchers as the first of several across the US (all potentially tailored to each city), the fashion brand has also unveiled another concept store. Its new 590 sq ft travel shop in Atlanta airport is dedicated solely to serving travel-related product – predominantly carry-on sized leather goods and handbags.