Alejandro Rodriguez is the designer behind Beautiful Fül, a contemporary menswear label that takes inspiration from many historical subcultures such as motorcycle gangs, greasers and skin heads. Drastically raising the brand’s profile, Rodriguez has opened up shop in downtown Los Angeles. The store is housed on the ground floor of the Rosslyn Hotel, a landmark structure built in 1913 by architect John Parkinson. The lofty retail space measures 2,000 sq.ft. [186 sqm.] features a mezzanine level and has been completely stripped to reveal its original aesthetics.

The new interior has been conceptualized as such that the historic splendour is accentuated. Custom-made furnishings and decorations, in addition to a series of well-sourced props complement the industrial vibe here. The new Beautiful Fül store currently stocks the brand’s S/S 2013 collection. The clothing takes cues from late 1950s and early 1960s Cuban military gear, mixed and matched with elements of mafia beach resorts that dotted the shores in those days.

Photography by Andrew Herrold

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