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Now that cult-favorite labels like Crooks & Castles and Mishka have rounded out Fairfax Boulevard and La Brea Avenue's generous streetwear options, what shopping stretch will brands with similar swag take over next? We're betting on Santa Monica Boulevard, because that's where NY-favorite SSUR has selected to open it's first LA storefront.
Founder Ruslan Karablin tells WWD that his proud heritage inspired him to settle into the 1,300-square-foot space, which is situated amongst a slew of Russian haunts like Mechta Market and Bar Lubitsch. (Fun fact: "SSUR" is "RUSS" spelled backwards.) In addition to offering an ample supply of streetwear for men, the WeHo store will also feature an art gallery and a 2,000-square-foot outdoor area for parties.