Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Highsnobiety tipped us off to this sneak peak video of Johnny Cupcakes' to-be-opened Melrose boutique. From Highsnobiety, the T-shirt brand is "working closely with a company that builds, fabricates and engineers various things for Disney Land/World, Universal Studios as well as other international artists + architects. Once again they proof to understand how to put their brand in the spotlight and how to communicate with their customer in a way that is memorable. The store is supposed to open next month..." Look forward to tons of vintage oven doors, including one that's 10-feet high, replete with steam, in which employers walk in-and-out of to get to the stockroom. As Johnny acknowledges in the video, people will be confused by the no-actual-cupcakes thing.
· Johnny Cupcakes LA Store Preview Video [Highsnobiety]
· Storecasting: Johnny Cupcakes on Melrose [Racked]