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Joyrich Unveils Wild Style Concept Boutique on Melrose

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Joyrich's poptastic wonderland is taking over Melrose, one store at a time. The LA-based streetwear label has just opened a new concept space called Wild Style at 7703 Melrose Ave, right across the street from their existing boutique. To celebrate the launch, Joyrich owner Tom Hirota and creative director/designer David Melgar invited all of their wildly-dressed pals to the space last Friday.

In addition to a first look at Wild Style's massive collection of out-of-the-box threads from a range of designers, the LA Canvas-sponsored bash featured tons of characters (including Chris Brown) and live performances by Mademoiselle Yulia, Andy's Kids, DJ Nabe, Miss Glitter and 187 Moochie. After noshing on cupcakes by D'Vine Pastries and sipping on champers from San Antonio Winery, we chatted with Melgar about this exciting new venture.

How did you decide on Wild Style's location?
"When this space became available about a year ago, we snatched it up right away. We knew that we wanted to turn it into something huge, and it's perfect that it's right across from our current store."

Wild Style is a store from Joyrich, but it's not Joyrich 2.0, correct?
"Right. Wild Style is a whole new concept. We wanted to create something that wasn't available in LA that we couldn't tell through the Joyrich story. We spent the last year developing something unique and unlike anything else we've seen in other stores. Wild Style features a mix of both funky and high-end designer items whereas the existing Joyrich store now only carries Joyrich collection."

What are some of Wild Style's inventory highlights?
"What's great about Joyrich is that everyone has a similar style, so we all agreed on what items to feature in this store. There are pieces from Vivienne Westwood, Astrid Anderson, Shaun Samson, Jeremy Scott x Adidas Originals, JCDC, Gerlan Jeans and Raf Simons, to name a few. We wanted to bring that high-end aesthetic into an environment where people feel welcomed."

Will there be any store exclusives offered?
"Yes. This is going to carry tons of artist collaborations, as well as unique finds from both local and global talents."
· Joyrich [Official Site]
· Behold Joyrich's Poptastic Wonderland on Melrose [Racked]
· Wild Style Opening Bash; Motel Rocks Sale; More! [Racked]