downtown los angeles, historic core
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LA Designer Alejandro Rodriguez Opens “Beautiful Fül” Flagship Store in Downtown LA

LA-based designer Alejandro Rodriguez opens his flagship store in Downtown LA's historic Rosslyn Hotel

LA-based designer Alejandro Rodriguez opens his flagship store, Beautiful Fül, in Downtown LA’s historic Rosslyn Hotel at 5th and Main

A new menswear retail store called “Beautiful Fül” grand opens this week at the Rosslyn Hotel at 5th and Main adding to a growing list of new retailers opening up in the Historic Core. What was supposed to end up as a second outpost for Papi’s Pizzeria that never materialized has become an impressive flagship store for LA-based designer Alejandro Rodriguez for his Beautiful Fül clothing line.

The two-level, 2,000 square foot space is an all-inclusive setup where retail is on the first level and the design studio and showroom are on the second mezzanine level. The space itself was also designed by Rodriguez who decided to highlight the beautiful historic details of the 1913 Rosslyn Hotel itself with an industrial and rustic aesthetic.

“When I first saw the space, it was all covered inside,” Rodriguez says. “Being in a historic building, I wanted to bring the space back to an industrial and urban style and expose a lot of the original character.”

Designer Rodriguez is inspired by his travels and life experiences that translate into his clothing designs. To launch the store’s opening, Rodriguez will introduce his Cuban-inspired Spring 2013 collection, which came about from his 2011 trip to the island nation. The new collection is a reflection of circa late 50s/early 60s Cuba military gear juxtaposed with the “Italian mafia” beach resorts that graced the shores.

Born and raised in Los Angeles, you can tell Rodriguez has a lot of city pride (a large “LA” sign sits atop the store’s front entrance inside). He tells me he doesn’t think it’s accurate when some people criticize LA for not being a real fashion town.

“There’s definitely a fashion community growing in Downtown LA and we want to be at the center of it all. It’s time to show the rest of the world that there are real fashion brands and serious designers in Los Angeles,” says Rodriguez. “Los Angeles is my home. It’s where I started the brand. There is no better place to open our first store.”

Visit the online store and view the entire collection at www.beautifulful.com.

Front sales counter with whiskey bar

Front sales counter with whiskey bar

LA pride

LA pride

Military and leather jackets inspired by Rodriguez's recent trip to Cuba

Military juxtaposed with vintage beach inspired by Rodriguez’s recent trip to Cuba

Military and leather jackets inspired by Rodriguez's recent trip to Cuba

Military style and colors inspired by Rodriguez’s recent trip to Cuba

Beautiful Fül

Beautiful Fül

The vintage beach resorts of Cuba inspired the spring collection

The vintage beach resorts of Cuba inspired the spring collection

A small, handpicked assortment of vintage military boots

A small, handpicked assortment of vintage military boots

The mezzanine level is Alejandro Rodriguez's (on the right) design studio and showroom

The mezzanine level is Alejandro Rodriguez’s (on the right) design studio and showroom

5 Comments

  1. ROger says

    I noticed he has clothing lines named after Castro and Che Guevera. I wonder when the Stalin or Hitler line will be available?

    • Shahbaz says

      That’s obviously not the same thing…. Castro or Guevara (or even Lenin) were all revolutionary leaders that all have a cool cachet behind their name. Not all revolutionaries/dictators are created alike… no matter how many genocides they are involved in.

      That’s all I’ll say on this [unpolitical] blog.

  2. Myles says

    I checked out this store a couple weekends ago and was impressed with both the design of the space and the clothing line. The clothes are at a fairly high price point, but their quality and attention to detail seem to justify the prices. The leather jackets were a particular standout to me.

    This store, along with the Suburban Riot store on 7th (between Main and Spring) give me great hope for the burgeoning retail scene in DTLA.

    Overall, a very welcome addition to the neighborhood.

    Oh, and they have a very friendly Great Dane as their store mascot.

  3. Steven Ross says

    I bought a Fidel jacket. It is wonderful. It is a work of art. This has nothing to do with whether I like Castro and oppression (of course, I don’t). Alejandro Rodriguez is great! Please make plenty more, Alejandro. I don’t have all that much money, but I will buy your things just as I would buy a fine sculpture or painting.

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