Retail Reporter: Andy Spade's Sleepy Jones Pop-Up Finds Cozy Spot on Robertson Boulevard
Brother David Spade even helped spread the word about the store's opening.
One week ago, David Spade took to Instagram to tell his 535K followers about a new store opening in L.A. "Stop by @sleepyjones pop up store at 108 S. Robertson Blvd. all the sleepwear shit u need," he captioned, adding that it wasn't an ad even though it "seems like one." It's understandable why David would want to spread the word about the Sleepy Jones pop-up — the luxe loungewear brand is co-founded by his older brother, Andy Spade.
Sleepy Jones, which Andy started with longtime collaborator Chad Buri in 2013, opened its first West Coast boutique in Santa Monica in 2014 and then a temporary outpost in Venice earlier this year.
"The L.A. retail scene is constantly evolving, and as Robertson Boulevard transitions into a more eclectic mix of interesting boutiques, we thought it would be a great opportunity to open a pilot shop through the holidays," Andy told Pret-a-Reporter of switching up the location. The space is situated on the same block as Michael Kors, AllSaints and Kiehl's.
The Robertson Boulevard spot, dubbed Robertson Rest Stop, offers more room, too. With 1300 square feet (in contrast to the 500-square-foot spot in Venice), the holiday pop-up "gives us more room to play and incorporate vintage items, home objects and a curated selection of items from other brands we admire," said Andy. The pop-up offers stocking stuffers including eclectic home-decor items by John Derian, writing implements by CW Pencil Enterprise and artisan candles and soaps by Wary Meyers.
Similar to the selection in the New York shop, there are also paperbacks, records and other items for purchase. Also on offer at the Robertson shop are items found at Paris flea markets, including vintage books such as Danish author Karen Blixen's Sept contes gothiques (Seven Gothic Tales) and French poet Victor Hugo's Choses vues. As Andy explained, "As a nontechnical brand, we celebrate the analog life, and books and records are a reminder to slow down and pay attention."
There's also sleepwear and what the brand calls the "not-quite-ready-to-wear" for men and women. Shoppers will be able to find plenty of PJ options ranging in a variety of colors and prints, including a floral "Marina" pajama shirt ($158) with matching pants ($128) for women and a plaid "Henry" pajama shirt ($148) for men.
Sleepy Jones' capsule collection of children's pajamas, made in collaboration with J.Crew's Crewcuts, are also being sold at the shop. The brand offers custom monogramming services in stores and online too.
The store opens just as the PJs-everyday trend has gained popularity on the runways and the streets. Thakoon, Prabal Gurung, Alexander Wang, Dolce & Gabbana and Givenchy were among the labels to show nighttime-ready designs (think loose silk shirts and nightgowns) for spring 2016. Even celebrities have gotten into the "I woke up like this" movement; Selena Gomez walked around in a dark blue PJ set in Paris this past summer, and Rihanna opted for a satin robe with matching pants and a lace bra while out and about in NYC last year.
Those looking for the pop-up should have no problem spotting the store, with white and blue diagonal repp stripes on full display in the entrance. "We thought it was a graphic way to announce that something new was happening on Robertson," shared Andy. Mission accomplished.
The Robertson Rest Stop is open until January 2017.