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.
After we revealed more details on Maxfield's exclusive Apple Watch shop-in-shop (it's the only US store selling it, besides Apple!), tech-savvy Angelenos have been plotting their shopping strategy at the essential Melrose boutique.
Although owner Tommy Perse will officially open his doors at 9am today, Maxfield tells us that Applephiles have been lined up since yesterday. A drive by and quick glance on Twitter confirms this news, and based on their fashion choices, also confirms that these guys aren't your everyday Maxfield customers. Instead of Saint Laurent bags and Balmain blazers, we're seeing Eastpak backpacks and Gap sweaters.
Here's what Maxfield's rep tells us about the pandemonium: "We are anticipating a lot of customers, and will try to accommodate as many as possible. A great experience is important to us, so we cannot guarantee entry to the store for everyone."
Shop Apple Watch at Maxfield today from 9am to 7pm and Saturday from 11am to 7pm.