Aspire To Inspire

RETAIL REVIEW: FREE CITY SUPERSHOP

This past weekend I got the chance to visit FREECITY’S SUPERSHOP in Hollywood.  I’ve been to the FREECITY store in Malibu several times for merchandising inspiration, but haven’t had the chance to go by their new workshop that they opened about a year or so ago. I took a friend along with me that wasn’t familiar with the brand and the store blew her mind. Everything about this shop reminds you of the bohemian lifestyle with crochet bicycles, patchwork record players and backpacks, native american accents and amazing 1970′s graphics.

img 3367 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

This shop is located adjacent to their workshop where they make a lot of the goods you see in the pictures.  FREE CITY is a concept that was created by Nina Garduno who was a buyer for Fred Segal in the past (among other things) until she pulled her dream together of starting this collection.  Nina grew up in Laurel Canyon in the 1970′s and has drawn much of her inspiration from that time as well as all of the global travel she has done in her lifetime.

img 3359 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

During her travels, she came across the concept of a “free city” in Copenhagen where people were living together collectively as if they checked the ‘other’ box.  She was very inspired by the idea of people choosing to live a different life and making it happen.  So for her FREECITY is a state of mind, a feeling, something you can call your own.

img 3360 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3353 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3365 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3354 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

FREECITY is NOT a brand, and she doesn’t like for people to refer to it as that. The entire shop concept is created by Nina and everything that is in the shop she and her team have made in the adjacent workshop.  All of the product, which consists of vibrant colored graphic tshirts and sweatshirts, is produced here and in downtown LA keeping everything local.

img 3345 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3338 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3335 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3336 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3337 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

I get always get so inspired by everything when I go into one of the FREECITY shops.  The way they have pulled together the merchandise is so fun and just makes you feel happy.  All the crafty props of bikes and tents and backpacks are SO amazing, and I can’t believe they have made them all themselves.  What a fun place to work, right?!

img 3350 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3356 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3355 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3357 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

The supershop supports community and artistry and Nina works with several different artists whose work is represented in this shop. From pottery to beadwork and even raw juices, FREECITY is a conglomerate of everything one might need to get into a free state of mind.

img 3366 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

One of my favorite things in the shop are these face jars by the artist Monique Van Genderen who has also collaborated with Matthias Merkel Hess on some really cool whisky jars.

img 3341 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3344 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3342 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3362 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3347 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

Greybull Nation has a beautiful display of Native American jewelry and objects.  I was dying over this collection!!

img 3363 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3364 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

I was excited to see this bandana scarf for sale supporting a Japanese brand that I recently told you about.  I wasn’t surprised when I read more about FREECITY online and saw their connection to this Japanese brand.

img 3361 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

I’m really in love with the bikes in the shop and and all of the hiking gear including the Quoddy boots and the backpacks.

img 3348 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3352 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

img 3349 RETAIL REVIEW:  FREE CITY SUPERSHOP   The Sche Report / Margaret Sche

For anyone that lives in Los Angeles or is visiting, this shop is a MUST SEE! It completely channels the bohemian feel of Los Angeles in the 1970′s while also transporting you like a nomad around the world.  In all of my travels, I haven’t seen anything quite like this (the Hollywood Ranch Store in Tokyo sort of reminds me of it) and its just such a happy place.

To quote Nina, “When I think of FREECITY, The words are personal — it’s not a brand for me, even though people call it a brand. It’s not a gimmick or a slogan. It’s a state of mind, it’s your own. My FREECITY is mine, your FREECITY is yours.  FREECITY is like the umbrella, and everything underneath it is kind of like what lives in FREECITY.”  I love her thought process on this concept and and so appreciate someone who is living by her own rules in the world of fashion and retail.  There is a great article that will tell you more about her inspiration that got me super inspired.

Read that article here.  And check out the FREECITY SUPERSHOP website here, its so creative and amazing as well!

Follow them on Twitter here.  And Facebook here.

Visit their store at 1139 North Highland Avenue in Hollywood, California.

Comments are closed

Copyright © 2013 Margaret Sche / The Sche Report
All Rights Reserved.

Site by More & Co.