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.