Though Los Angeles born and bred fashion designer Alejandro Rodriguez has been making his mark with menswear label Beautiful Fül via a nifty online store and selected stockists since 2010, it wasn’t until this past April that the brand reached an all-important milestone – the launch of its first hometown flagship.
Finally, in a 2-storey, 2,000 sq ft space in the historic Rosslyn Hotel, Rodriguez has established a brick-and-mortar, studio and showroom home for his label, and the hip and dandy Angeleno set couldn’t be more fortunate.
Original architectural elements steal the interior spotlight in Rodriguez’s rough and rustic, self-designed space, with lashings of exposed brick, salvaged beams, untreated concrete and vintage tile floors.
The opening of the flagship cleverly coincided with the launch of Beautiful Fül’s Cuban-inspired spring 2013 collection, so retro utility-meets-beachwear goods line the standalone racks. Camouflage Fidel jackets, leather Che bombers and Malecón fisherman parkas sit smartly next to playful floral Havana Nights and paisley Guayabera shirts, while Officers Pants and slim cut Japanese denim jeans are accented by a hand-curated selection of vintage military boots, not to mention tipples from the fully-stocked whiskey bar by the sales counter.
All that’s missing – well, a fat Habano, of course!