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It's 8:30am on a gloomy Tuesday morning, and the 3rd Street Promenade at Broadway is lined with television crews, paparazzi, security guards, a red velvet rope-line, and about 120 people in their underwear. No, it's not the premier of Jude Law's latest romantic comedy. It's Barcelona-based clothing line Desigual's undies party, and it is in full effect.
A sneak peak of the store reveals Custo-like prints, faded jeans, and slightly punk-rock tweeds – a candy-store for the college kids waiting outside. (A couple of girls practically drool as they are escorted through the store to the restroom.) When 9am strikes, the first 50 rush the store. Santa Monica is officially getting its Euro on.
The 3rd Street store opening marks the infamous undies party's return to the States after a five-city European tour, which followed the inaugural event in New York last fall. Although we're told that LA's attendance doesn't quite match New York's, we can see the LA crowd doing what it does best: getting rowdy when encouraged by cameras and sporting much more colorful underwear.
[Story and photos by Mallory Farrugia]
· Desigual [Official Site]
· Desigual's Undie Party Brings Half-Naked Crowd to Broadway [Racked NY]