At Culver City’s Platform, you can easily blow $500 on a pair of Linda Farrow sunnies or Freda Salvador booties — and as of last week, you can cop a complete outfit at Shades of Grey’s first-ever pop-up shop. Ahead of opening its first permanent boutique (more on that later), the sleek LA label is bringing its affordable menswear and womenswear to the luxe Westside lifestyle center now through the end of March.
Designed by founder Micah Cohen (who started the brand as menswear) and his wife, Jenny (who’s behind the women’s line), Shades of Grey recently made the switch to the direct-to-consumer model. (It was previously sold at luxe retailers like Bloomingdale’s, American Rag, and Ron Herman and cult-cool online shops like Need Supply and Revolve, to name a few.)
Their major move means you’ll find basics starting at $29, minimalist-cool dresses for $69, utilitarian jumpsuits for $99, effortless wool coats for $169, and more. Over on the men’s side, expect oxford button-downs starting at $49, slim-fit trousers for $59, and double-breasted coats for $189, to name just a few. In addition, find cozy throws by Morrow Soft Goods, leather pouches and accessories from Larsen and Lund, hand-poured soy candles by Lait, and planters from Design Alternative Solutions.
Scroll through the gallery above to see more inside the shop, then read on below and get to know founder Micah Cohen.
Was there an “a-ha moment” that inspired you to go direct-to-consumer?
We had been discussing it internally for a few years, so while there wasn’t an “a-ha moment” that inspired us to go direct-to-consumer, we were inspired by rapidly changing consumer behavior. The transition allows us to truly deliver on what we feel our customers want – an affordable, high-quality, exclusive product.
What attracted you to Platform for your first pop-up shop?
We initially hadn’t planned on doing a pop-up this winter, but when the opportunity arose, we knew we needed to jump on it,” Cohen says. “Platform is such a beautiful space with an incredible retail assortment, just being a part of that for a few months is a great opportunity. We also felt we added a different type of brand to the mix. While we fit right in aesthetically, I think our affordable price points have been a welcome addition.”
What details can you share about the permanent store location?
We will be opening our first permanent store this summer in the Arts District in DTLA. We are true believers in the growth and development of Downtown and we can’t wait to be a part of it. The store will carry our entire men’s and women’s collections as well as a few select third-party brands that complement our assortment. The design is being finalized right now, but let’s just say there will be walnut everywhere!
Shades of Grey at Platform
8860 Washington Blvd., Culver City, CA 90232