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Storecasting: Johnny Cupcakes on Melrose

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Limited edition, exclusive T-shirt brand Johnny Cupcakes is going for westward expansion from its roots in Hull, Massachusetts. Its flagship is on tony Newbury Street in Boston, and per Highsnobiety, "fans around the nation asked Johnny to bring their favorite brand to their home towns. After much deliberation the t-shirt baker has settled on the City of Angels." From Johnny Cupcakes, we get the story: "It was a dark, cold, rainy night and I was slightly depressed. I took a quick ping pong break, checked my email and then for some reason I decided to take a peek at retail spots in Los Angeles. I stumbled upon a perfect, available storefront. It's on the high end of Melrose Avenue near Kid Robot, Freg Segal, Marc Jacobs and GStar. This LA shop will be quite the experience when I'm done with it." That stretch is quickly becoming a streetwear haven with recent additions of Crooks & Castles and now Bape. And Johnny Cupcakes sounds like it will be quite a deal, especially with his playful plans, which LA-ers will eat up: "My shoppe will have a handful of unforgettable custom made contraptions. Think Pee Wee's Playhouse + a cupcake factory on steroids with a shot of Disney Land."
· Johnny Cupcakes LA Store Sneak Preview [Highsnobiety]
· Johnny Cupcakes [johnnycupcakes.com]