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Tailor-Made: Vince Clothing Adds a Personal Touch to Online Shopping
The fashion brand relaunched its Web site with a new feature that highlights local style in hipster hubs across the country
Every neighborhood in Los Angeles has its own unique style. If you head to Venice on a Saturday, you’re likely to find women rollerblading along the beach in bikini tops and biker shorts, a tableau you might’ve only expected to see in ’80s movies. Head to Silver Lake instead and you’ll spot men (and women) with full-sleeve tattoos in vintage garb lining up outside Intelligentsia. My point? Individual aesthetic varies from hood to hood within any given city.
With that in mind, the fashion brand Vince, known for sophisticated separates and subdued prints, just relaunched its Web site last week with a new section called Neighborhoods, which offers original content and fashion advice based on the vibe of several hipster hubs across the country, from New York to Chicago to Los Angeles. (For the moment, there’s no Austin, Texas, or Portland, Oregon, because Vince doesn’t have stores in those locations).
So let’s say you’re heading to Mercer Street in Manhattan’s SoHo enclave. Vince recommends their short-sleeve olive jumpsuit for a drink at the Crosby Bar, and some basic sandals to navigate the cobblestones. But if you find yourself in warmer clime, like our very own Melrose Place, the site steers you toward printed silk shorts and a perforated leather jacket. Locals in these trend-setting areas, which also include Madison Avenue and Chicago’s East Oak Street, are “spotted” outside nearby establishments (technically, they are discovered ahead of time, styled in some of the brand’s clothes, and photographed). Vince then makes it easy to get their look by breaking down their wardrobe by item so that each separate is only a click away.
A rep for the brand says the staff works closely with store associates and neighborhood influencers to get a list of hot spots in each neighborhood in order to give readers insider tips on where to go. For example, Melrose Place locals recommend LACMA, Shorty’s Barber Shop, and the Hart and the Hunter (not bad!). This original approach highlights not just the clothes, but also the lifestyle of the people wearing them, which makes total sense these days when every aspect of our life seems to inform another (see also: Whole Foods chains that sell vinyl). It's not exactly DIY, but it is extremely convenient.