Retail Reporter: Creatures of Comfort Brings Its Modern, Minimalist Aesthetic to Silver Lake
The playful brand, worn by Jenny Slate and Amy Poehler, sets up shop on the Eastside.
Creatures of Comfort has set up shop in Silver Lake, following the shuttering of its 7971 Melrose Ave. location late last year.
The shop in West Hollywood, founded by creative director Jade Lai in 2005, was known for offering a mix of cool and contemporary brands (including Rachel Comey, Clare V. and Mansur Gavriel) alongside its own in-house collection, which Lai started designing in 2010 — the same year she opened a flagship on Mulberry Street in New York City. Jenny Slate, Solange and Amy Poehler are among CoC's famous fans.
Lai wanted to open on L.A.'s Eastside because, she tells The Hollywood Reporter, "Most of our people have moved east, so it's gotten a lot harder for my friends to get over to that side of town. That's why we've been thinking about opening a store here for many years now."
The new 800-square-feet boutique offers CoC's full ready-to-wear and accessories collection, as well as Araks lingerie, Leigh Miller jewelry, Saikai home goods and Odacite skin care. With the new location, Lai hopes the store will allow her customers to "relearn the brand, instead of thinking of it as a multibrand boutique."
Lai enlisted architect Felicia Martin, who attended Otis College of Art and Design with her, to design the laid-back space that features a wall-to-wall carpet and satin brass finishes. Furniture designer Shinichiro Okuda handled the minimal wood furnishings.
The store's exposed high ceiling and natural sunlight help highlight the playfully elegant clothes, which include Yuri high-waist cropped pants ($350), Maison sailor-style pants ($295-$395), Serge flared denim pants ($325) and CoC's shrunken sweatshirts ($150), all of which are customer favorites, according to Lai.
Having had a shop in L.A. for more than a decade, Lai, who is now based in New York, has seen a shift in the city's fashion scene.
"When I remember opening the store in 2005, it was such a different market," says Lai. "L.A. was very much the Juicy Couture, T-shirt and jeans culture. Every store you go in, they carry the same thing. I think that's why, when Creatures of Comfort originally opened in L.A., we brought in a lot of smaller, independent European designers and introduced that into the market. Over the years, there's been so many independent designers, and the aesthetic has changed. L.A. has also become a new hub for fashion, food and music. It has its own place now."