Iconic LA Department Boutique Fred Segal Finally Launches Online Shop

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.

It's about freakin' time. Since opening on Melrose Avenue in 1961, cult-cool department shop Fred Segal has scored tons of pop culture shout-outs, become a celeb-happy retail therapy mecca, sold its name to an ambitious NY firm, and expanded to Tokyo. But let's be honest: its no-frills website has been pretty basic for quite some time—until today, when the iconic boutique chain finally launched its online shop.

Tapping into its founder's Cali-cool beginnings (Segal's shop was the world's first denim-only retailer), the e-boutique kicks off with LA-inspired offerings: women's and men's basics by Cotton Citizen and denim by local and global brands like 3x1, J Brand, and Ksubi. The site also highlights the history of denim, LA's jeanswear story, and more cool reads; explore and shop it all here.